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 E-Mail When it comes to introducing new products to the market, crowdfunding has become a hugely popular way for sellers to attract customers. A new study from the UBC Sauder School of Business shows that people will pay far more for social good items when they re crowdfunded. Hundreds of thousands of start-ups have successfully pitched their offerings to millions of prospective buyers on sites like Kickstarter and Indiegogo; in fact, according to data from the Pew Research Center, by 2016, 25 per cent of Americans had contributed to a crowdfunded project. But according to a new study from the UBC Sauder School of Business, crowdfunding not only draws attention to new ventures: it can influence what people buy and how much they ll pay in particular, for items that offer an element of social good.

United statesKatherine whiteSally bitterlMartin schreierJournal of marketing researchPew research centerSauder school of businessBonnie simpson at western universityPeterp dhillon centre for business ethicsBetter placeHow crowdfunding increases consumer demandSocial good productsMarketing researchBusiness ethicsBonnie simpsonWestern university