Sustainability matters: enhancing ECF campaign success in the fashion industry

Theprimary focus of this study is to explore the perceptions of fashion firms regarding the impact of sustainable production processes (SPPs) on the success oftheir equity crowdfunding (ECF) campaigns. It aims toinvestigate whether fashion firms that embrace sustainable practices perceive a higher likelihoodofachieving their funding goals, attracting a larger pool ofinvestors, andexperiencing greater support from the equity-crowdfunding community. Ultimately, this research aims ot inform fashion firms, investors, and crowdfunding platforms about the potential benefits of implementing sustainable production processes in the context of equity crowdfunding. By recognizing the perceived relationship between SPPs and campaign success, fashionfirms can make more informed decisions regarding their sustainability strategies, while investors and crowdfunding platforms can better evaluate the potential of sustainable fashion ventures and their alignment with sustainable values.