To buy or to back? Backers' motivations for fashion crowdfunding projects

Abstract

Purpose

Although fashion products feature a short lifespan owing to rapid changes in trends, fashion is one of the most active sectors in reward-based crowdfunding. This study aims to explore what drives backers to be involved in fashion projects despite the delay in obtaining rewards.

Design/methodology/approach

This study used the mixed method approach by conducting a critical incident technique and two online surveys with 801 crowdfunding backers.

Findings

Eight dimensions of backers' motivations were identified: altruism, enjoyment, novelty, information, economic incentive, reward, recognition, and social relationship. The finding was validated by testing the relationship with external variables.

Research limitations/implications

The findings provide the empirical foundation for studies on reward-based crowdfunding motivation and marketing strategy development appealing to backers' specific motivations. They highlight the importance of motivations in funding fashion projects and sharing information.

Originality/value

This study applies three motivational orientations and reflects the characteristics of product categories of rewards.

Citation

Ahn, S. (2023), "To buy or to back? Backers' motivations for fashion crowdfunding projects", Journal of Fashion Marketing and Management, Vol. 27 No. 2, pp. 335-351. https://doi.org/10.1108/JFMM-01-2022-0013