Purpose To better design sustainable development strategies, it is increasingly important to analyze consumer behavior in relation to products/services and food waste solutions. In this study, we analyze consumer behavior in the context of crowdfunding, characterized by backers who act as early adopters and innovators. Specifically, the role and differences between projects characterized by incremental and radical innovation in terms of results in crowdfunding campaigns were examined. Design/methodology/approach Using the leading international platform Kickstarter, we analyzed specific projects in this field and the impact of incremental and radical innovations on backers' decision-making process and therefore on the success of campaigns. In doing so, the overall population of these projects posted in this platform since its establishment was considered (period 2009–2023). We used a quantitative approach based on ordinary least squares (OLS) regression. Findings The results of our regression analysis showed that backers prefer projects characterized by radical innovations, demonstrating their pre-innovation predisposition. In this sense, their decision-making is influenced by new products/services, new production methods for existing products/services and aims to change people's mindsets and improve society. Originality/value In this study, we explored for the first time in the literature the innovation preferences of backers in the context of crowdfunding in relation to food waste solution projects. In particular, the article investigates the differential impact of incremental innovations compared to radical ones in food waste solution projects on backers' decision-making and campaign success.
Lin et al. (Tue,) studied this question.
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