Abstract

This research examines the impact of the "Sveti Vukašin" foundation’s humanitarian activities on the purchasing decisions of consumers in Trebinje, Bosnia and Herzegovina, using Internet technology. It explores how market-oriented humanitarian initiatives of the Orthodox church influence consumer behavior, aiming to promote products supporting these initiatives. The study investigates whether exposure to these initiatives online increases the likelihood of consumers purchasing supporting products. Additionally, the research examines how demographic factors such as age, gender, education, income, family status, and household size; affect perceptions and reactions to the initiatives. The relationship between awareness of the initiatives and shopping habits is also explored. The study further analyzes how perceptions of product quality influence consumer choices. A total of 226 respondents participated, and quantitative methods, including surveys and statistical analysis, were employed. The findings indicate that product quality, awareness of initiatives, and demographics are key drivers of purchasing intentions.

Key words: Humanitarian initiatives, consumer behavior, internet technologies, social marketing, shopping habits.