Department of Management, Society and Communication

  • Centre for Sustainability
Roed Nielsen
Associate professor

Room: DH.Ø.2.58

Sustainable entrepreneurs and small start-ups face a myriad of challenges in terms of pursuing their sustainably-oriented ventures not least the locked-in nature of the current regime which they inhabit and intend to change. These lock-ins consequently also translate into constrained funding opportunities for these "niche innovators", especially in the early "seed funding" stage as they often perceived as a less attractive investment compared to traditional entrepreneurial ventures.

The emergence of crowdfunding could, however, signal a shift in financing opportunities for these small sustainable innovators brought on by a shift in prospective financiers of innovation from professional investors to now ordinary citizens (i.e. crowdfunders). Especially since the early literature on crowdfunding has found that rather than focusing on economic gains and feasibilities, the crowdfunders put much more emphasis on the core values and legitimacy of a project (Lehner & Nicholls 2014). Leading some scholars to suggest that crowdfunders are more likely to invest in sustainable ventures (see Lehner 2013; Calic & Mosakowski 2016; Vassallo 2016) others, however, question this contention instead noting that there is no positive connection between for example environmental orientation and crowdfunding success (Hörisch 2015).

My research strives to examine what, if any, potential role the "crowd" could have in driving, financing and enabling sustainable entrepreneurship and innovation. Seeking to uncover what role the consumer could have in enabling and financing sustainable innovation.

I am a member of the Consumer and Behavioural Insights Group (CBIG) at the CBS Sustainability centre.


Introducing Kristian Roed Nielsen:

Primary research areas
  • Consumer behaviour
  • Crowdfunding
  • Sustainable consumption
  • Sustainable innovation
  • User innovation
Curriculum Vitae
Social media
Link to this homepage
  • Consumer Behaviour and Culture
  • Comprehending Consumers across Cultures
  • Quantitative Methods
  • Responsible Management

I can supervise Masters students interested in my area of research. Write me an email or drop by my office and we can discuss your ideas.

Other teaching activities
  • Consumer Behaviour and Social Marketing
Selected publications

Caleb Gallemore; Kristian Roed Nielsen; Kristjan Jespersen / The Uneven Geography of Crowdfunding Success: Spatial Capital on Indiegogo. In: Environment and Planning A, 13.4.2019

Kristian Roed Nielsen / Crowdfunding Through a Partial Organization Lens : The Co-dependent Organization. In: European Management Journal, Vol. 36, No. 6, 12.2018, p. 695-707

Publications sorted by:
Priscilla Serwaah; Rotem Shneor; Samuel Anokye Nyarko; Kristian Roed Nielsen / Explaining Gender Differences in Crowdfunding Contribution Intentions
In: Technology in Society, Vol. 76, 3.2024
Journal article > peer review
Kristian Roed Nielsen; Micha Kaiser; Fumiko Kano Glückstad / The Effect of Macroscopic Herd Inputs on Individual Investment Behaviour
In: Scientific Reports, Vol. 14, No. 1, 2.2024
Journal article > peer review
Kristian Roed Nielsen; Jan Michael Bauer / Follow Your Heart or Follow the Crowd? : Value Framing, Resonance, And Crowd Social Influence on Pledging Behaviour.
Abstract from ICEP 2023 International Conference on Environmental Psychology, 2023
Conference abstract for conference > peer review
Rosina Watson; Kristian Roed Nielsen; Hugh N. Wilson; Emma Macdonald; Christine Mera; Lucia A. Reisch / Policy of Sustainable Entrepreneurship : A Crowdsourced Framework.
In: Journal of Cleaner Production, Vol. 383, 1.2023
Journal article > peer review
Louise Bech Junge; Iben Cleveland Laursen; Kristian Roed Nielsen / Choosing Crowdfunding : Why do Entrepreneurs Choose to Engage in Crowdfunding?.
In: Technovation, Vol. 111, 3.2022
Journal article > peer review
Stefania Testa; Kristian Roed Nielsen; Steen Vallentin; Federica Ciccullo / Sustainability-oriented Innovation in the Agri-food System : Current Issues and the Road Ahead.
In: Technological Forecasting and Social Change, Vol. 179, 6.2022
Journal article > peer review
Kristian Roed Nielsen; Julia Katharina Binder / I Am What I Pledge : The Importance of Value Alignment for Mobilizing Backers in Reward-Based Crowdfunding.
In: Entrepreneurship: Theory and Practice, Vol. 45, No. 3, 5.2021, p. 531-561
Journal article > peer review
Kristian Roed Nielsen / "Handbook of Sustainable Innovation" by Frank Boons & Andrew McMeekin
In: Journal of Consumer Policy, Vol. 43, No. 2, 6.2020, p. 419-421
Book review
Kristian Roed Nielsen / Policymakers’ Views on Sustainable End-user Innovation : Implications for Sustainable Innovation.
In: Journal of Cleaner Production, Vol. 254, 5.2020
Journal article > peer review
Hugh N. Wilson; Richard Adams; Rosina Watson; Emma Macdonald; Kristian Roed Nielsen; Lucia A. Reisch / Sustainable Entrepreneurship as a Community of Practice
Paper presented at Annual Conference of the British Academy of Management 2020, 2020
More results... (total 31 results)