Do perceived risk and intervention affect crowdfunder behavior for the sustainable development goals? A model of goal-directed behavior

Crowdfunding offers a new potential source of financing of sustainability initiatives and the Sustainable Development Goals (SDGs) in particular. Such funding support is potentially even more important given the impacts of COVID-19 on the global economy. However, little theoretically based work has been conducted on sustainability crowdfunding. Therefore, this study builds and tests an integrated convergence framework to predict crowdfunder behavior for sustainability, through the lens of an extended model of goal-directed behavior (EMGB) and theories of risk as a second-order construct as well as intervention as a moderator. Results indicate that perceived risk and intervention play significant roles within the EMGB model in crowdfunding for sustainability projects related to the United Nations' sustainable development goals. This study offers both theoretical and managerial implications for crowdfunding for sustainable development.