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Crowdfunding is an innovative financial measure that is increasingly important in supporting sustainability initiatives. However, little research-based theory has been devoted to crowdfunding in light of the Sustainable Development Goals (SDGs). To bridge this gap, this study utilizes theories of value-attitude-behavior (VA model and personality to investigate Korean consumer crowdfunding behavior for sustainability initiatives in relation to the United Nations 17 SDGs. Seven hypotheses related to value, attitude, personal norm, and so
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