Abstract
This article aims to target the key factors that could positively affect crowdfunding success for green products in order to promote crowdfunding efficiency and green supply chain management. Methods: Data were collected through expert interviews and questionnaires and then processed through analytic hierarchy process (AHP) analysis. Statistical tool: This study used Expert Choice as the software for AHP analysis. Sampling: There were 20 participants (20 effective) in pretesting and 30 (23 effective) in formal testing. Participants were followers of green products in Taiwan. Results: (1) Twenty-four factors were abstracted to form the final construct; (2) the 24 key factors could be divided into 2 hierarchies, with 5 primary factors and 19 secondary factors; (3) among the 5 primary factors, “green diversified context” was the most influential; (4) among the 19 secondary factors, “product material is safe and non-toxic” was the most important. Conclusions: Funders would be likely to finance green products on crowdfunding platforms if these products fit the 24 key factors in orders. Implications: This research contributes to product life cycle theory and crowdfunding theory and practically improves the sustainability of green products.