Title: A conceptual framework for purchase intention of sustainable life insurance: a comprehensive review

Authors: Muhammad Mehedi Masud; Noor Azina Ismail; Mahfuzur Rahman

Addresses: Faculty of Economics and Administration, Department of Development Studies, University of Malaya, Kuala Lumpur, 50603, Malaysia ' Faculty of Economics and Administration, Department of Applied Statistics, University of Malaya, Kuala Lumpur, 50603, Malaysia ' Faculty of Business and Accountancy, Department of Finance and Banking, University of Malaya, Kuala Lumpur, 50603, Malaysia

Abstract: The insurance industry plays a substantial role in sustainable development by providing social and financial security. Sustainable insurance is a new concept and a strategic approach to sustainability. It is an innovative solution that improves business performance and contributes to economic, social and environmental sustainability. However, studies show that the majority of the population in Asia does not have insurance, which could be detrimental to their future livelihoods, particularly in the event of illness or death. Therefore, this study proposes a conceptual framework to attract the households' intention to purchase life insurance in Malaysia. The proposed framework is developed based on the theory of planned behaviour (TPB) and a comprehensive review of previous studies. This framework will contribute to raising public awareness by providing the information necessary to help them understand the many benefits of a life insurance policy.

Keywords: awareness; attitudes towards life insurance; framework; purchase intention.

DOI: 10.1504/IJISD.2020.108066

International Journal of Innovation and Sustainable Development, 2020 Vol.14 No.3, pp.351 - 373

Received: 09 Jul 2018
Accepted: 10 Jan 2019
Published online: 02 Jul 2020 *

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