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

Orsolya Szigeti – Hungarian University of Agriculture and Life Sciences, Guba Sándor u. 40, H-7400, Kaposvár, Hungary




Keywords:                         Religion;
Religious behavior;
Transtheoretical Model of
Behavior Change;
Consumer behavior;
Krishna consciousness


Abstract: Marketing religions have been studied frequently in the past decades, however, there are still areas less covered by the literature. Kr­ishna-conscious communities are considered as one of the most successful new religious movements is terms of marketing in the past decades. This re­search studies the promotion tools applied by the Krishna-conscious com­munities in Europe with the involvement of seven rural communities in six countries, where quantitative research was carried out to discover the initial means of encountering the religion and the exposure to the different promo­tion tools applied in the further phases of communication. The research re­sults have shown that traditional tools of promoting Krishna Consciousness still have huge importance when people meet the religion for the first time, but in keeping longer term contact, media may be applied efficiently as well, but there is still space for improvement in the promotion tool portfolio

8th International Scientific ERAZ Conference – ERAZ 2022 – Conference Proceedings: KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT, Online-Virtual (Prague, Czech Republic), May 26, 2022

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

ERAZ conference partners: Faculty of Economics and Business, Mediterranean University, Montenegro; University of National and World Economy – Sofia, Bulgaria; Faculty of Commercial and Business Studies – Celje, Slovenia; AMBIS University, Prague – Czech Republic; Faculty of Applied Management, Economics and Finance – Belgrade, Serbia

ERAZ Conference 2022 Conference Proceedings: ISBN 978-86-80194-60-8, ISSN 2683-5568, DOI:

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

Sugested citation

Bence-Kiss, K., & Szigeti, O. (2022). Exploratory Analysis of the Promotional Activities of Krishna-Conscious Communities in Europe. In V. Bevanda (Ed.), ERAZ Conference – Knowlegde Based Sustainable Development: Vol 8. Conference Proceedings (pp. 181-190). Association of Economists and Managers of the Balkans.


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