Kickstarter-driven crowdfunding: advancing sustainable innovation and mindful consumption in environmental entrepreneurship

Purpose This study explores how environmental crowdfunding initiatives on Kickstarter promote mindful consumption types—acquisitive, repetitive and aspirational temperance—by examining their alignment with sustainable innovation and circular economy principles. The aim is to identify project attributes that resonate with backers and encourage the adoption of sustainable practices. Design/methodology/approach Using thematic content analysis, the study analyses project descriptions of successful Kickstarter campaigns in the environmental category. It identifies thematic patterns and distinctions among mindful consumption types and explores their relationship with crowdfunding success. Findings Study results reveal that financial success alone does not ensure alignment with mindful consumption principles. Key insights highlight differences in thematic priorities across mindful consumption types: acquisitive temperance emphasizes functional benefits; repetitive temperance focuses on self-reliance and renewable energy; aspirational temperance centres on creativity and community building. These variations reflect the current stage of environmental entrepreneurship and reveal a gap for achieving disruptive sustainability models. Originality/value This research contributes a novel framework for understanding how crowdfunding platforms can facilitate shifts towards mindful consumption by identifying specific project attributes and themes that resonate with different consumption temperance. Insights offer practical guidance for entrepreneurs and policymakers aiming to promote systemic sustainability through crowdfunding.