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

Keywords:
Religious marketing;
Consumer attitude;
Krishna Consciousness

DOI: https://doi.org/10.31410/EMAN.2024.333

Abstract: Religion and marketing are two concepts rarely discussed in the same context. Still, spreading beliefs has always been fundamental to reliยญgious communities; and nowadays more and more religious groups turn toยญwards modern forms of marketing, such as online and social media marยญketing, 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 marยญketing, others find that there is a level of understanding towards religious communities. This research aims to study and discuss the consumer attiยญtudes 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.

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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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Suggested citation
Bence-Kiss, K. (2024). Analyzing Consumer Attitudes Towards Religious Marketing Among the Visitors of Krishna-Conscious Communities in Europe In C. A. Nastase, A. Monda, & R. Dias (Eds.), International Scientific Conference – EMAN 2024: Vol 8. Conference Proceedings (pp. 333-340). Association of Economists and Managers of the Balkans. https://doi.org/10.31410/EMAN.2024.333

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