Research on Environmental Crowdfunding Projects Based on Narrative Persuasion Theory

Creating a compelling narrative is critical for crowdfunding projects to convince potential supporters to support it. This paper is trying to introduce narrative persuasion theory to the study of environmental crowdfunding projects. We discuss the mechanism of the narrative persuasion on attitude, and study the influence of the narrative on the support of crowdfunding projects through an experiment. Research results show that the narrative have a positive impact on the attitudes of potential supporters towards environmental crowdfunding projects by mechanisms of narrative understanding, attention focus, narrative presence and emotional engagement. Keywords: Crowdfunding, Narrative persuasion, Narrative engagement, Attitude