Analyzing Consumer Attitudes Towards Religious Marketing Among the Visitors of Krishna-Conscious Communities in Europe

Krisztina Bence-Kiss – Hungarian University of Agriculture and Life Sciences, Kaposvár Campus, Guba Sándor utca 40. H-7400, Kaposvár, Hungary

Abstract: Religion and marketing are two concepts rarely discussed in the same context. Still, spreading beliefs has always been fundamental to reli­gious communities; and nowadays more and more religious groups turn to­wards modern forms of marketing, such as online and social media mar­keting, to gain more followers. Research findings are contradictory on how consumers react to the promotion activities of religious groups: while some studies account for a high level of consumer rejection towards religious mar­keting, others find that there is a level of understanding towards religious communities. This research aims to study and discuss the consumer atti­tudes of the visitors of Krishna-conscious communities in Europe concerning marketing religions on a sample of 330 respondents. The research findings have shown that there are consumer groups with variable attitudes towards different aspects of promoting religion, including promotion and tourism, product sales, economic activities, and credibility.

8th International Scientific Conference – EMAN 2024 – Economics and Management: How to Cope With Disrupted Times, Rome, Italy, March 21, 2024, CONFERENCE PROCEEDINGS, published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-83-7, ISSN 2683-4510, DOI: https://doi.org/10.31410/EMAN.2024

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