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

Author(s): Krisztina Bence-Kiss
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Summary/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.

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