A new approach of Religious Marketing: The Theory of Planned Behavior
A new approach of Religious Marketing: The Theory of Planned Behavior

Summary/Abstract: The There is a misconception among those who haven't studied the economic field, that marketing means sale and promotion of goods and services. There is a certain reservation among clergy and laity regarding this matter – marketing of religious services – from fear of transforming this special field that militates for indissoluble truths and matters of spiritual life, into one that pursues financial gain. However, churches should adopt certain measures to determine those who declare themselves believers but are non-practicing, to become active members of the church. This is where the marketing of religious services could make a difference, not searching for solutions to increase the number of the members of the Orthodox Church or to obtain financial resources, but rather to respond to the needs of the people. One person’s predisposition for a certain behavior will be analyzed using the Theory of Planned Behavior (TPB), trying to determine the factors underlying the intention of the non-practicing. There is a connection between the intent to participate in religious services and actual participation of the non-practicing; further the purpose and planning determine a certain behavior and there are some factors that determine non-practicing to change their initial intent or determine to adopt an expected behavior).

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