Applying the TTM Model to Optimize the Marketing of Krishna Consciousness in Europe

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

Abstract: Previous studies (Bence-Kiss, 2021) have shown that the Trans- theoretical Model of Behavior Change (TTM) may be applied to analyze the process of involving people in Krishna Consciousness in Europe. The model has shown that the visitors of communities devoted to Krishna Consciousness on the continent belong to one of the four stages of the model, contemplation, preparation, action, and maintenance. The initial stage, precontemplation is missing, since the study was carried out on individuals already interested in the life of the community. This study aims to find out how these findings may be applied to plan marketing activities more consciously and to reach consumer groups on the different stages of behavior change efficiently. The research has found that there is a significant relationship between the stages of change and the means of gathering information, which supports the development of a new and more efficient communication strategy, matching consumer needs.

10th International Scientific Conference ERAZ 2024 – Conference Proceedings: KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT,  hybrid – online, virtually and in person, Lisbon, Portugal, June 6, 2024

ERAZ Conference Proceedings published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

ERAZ conference partners: Faculty of Logistics, University of Maribor, Maribor (Slovenia); University of National and World Economy – UNWE, Sofia (Bulgaria); Center for Political Research and Documentation (KEPET), Research Laboratory of the Department of Political Science of University of Crete (Greece); Institute of Public Finance – Zagreb (Croatia); Faculty of Tourism and Hospitality Ohrid, University of St. Kliment Ohridski from Bitola (North Macedonia)

ERAZ Conference 2024 Conference Proceedings: ISBN 978-86-80194-86-8, ISSN 2683-5568,

DOI: https://doi.org/10.31410/ERAZ.2024

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

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