Behavioural Dynamics of Health Insurance Adoption: A Consumer Perspective
N. Ramanjaneyulu1, G Hari Kumar2, M Umrez3
1Dr. N. Ramanjaneyulu, Professor, Department of Master of Business Administration, MLR Institute of Technology, Hyderabad (Telangana), India.
2Dr. G Hari Kumar, Assistant Professor, Department of Commerce and Business Administration, Sri Sai Baba National Degree College, Anantapur (Andhra Pradesh) India.
3M Umrez, Assistant Professor, Department of Commerce and Business Administration, MLR Institute of Technology, Hyderabad (Telangana), India.
Manuscript received on 02 September 2025 | Revised Manuscript received on 06 October 2025 | Manuscript Accepted on 15 October 2025 | Manuscript published on 30 October 2025 | PP: 29-33 | Volume-5 Issue-2, October 2025 | Retrieval Number: 100.1/ijml.B209905021025 | DOI: 10.54105/ijml.B2099.05021025
Open Access | Editorial and Publishing Policies | Cite | Zenodo | OJS | Indexing and Abstracting
© The Authors. Published by Lattice Science Publication (LSP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Health insurance plays a critical role in mitigating the financial risks associated with medical expenses. This study investigates consumer behaviour toward health insurance, focusing on demographic influences, key decision-making factors, and relevant theoretical frameworks. In the aftermath of the pandemic, consumer attitudes toward health insurance have undergone a significant transformation. Once viewed as a discretionary expense, health insurance is now regarded as a crucial component of financial planning. As a result, the demand for health insurance has increased year by year. This paper examines the key factors influencing consumer behaviour, including heightened health awareness, financial preparedness, policy flexibility, digital accessibility, and trust in providers. By understanding these shifts, insurers and policymakers can better align their offerings with consumer needs and expectations in a post-pandemic landscape. Ultimately, this study aims to provide insights into the motivations behind health insurance adoption and the evolving priorities of modern consumers.
Keywords: Health Insurance, Post-Pandemic, Decision Making, Risk Perception, Policy Flexibility, Digital Accessibility.
Scope of the Article: Health and Safety Management