Analysis of Innovative Green Marketing Corresponding to Consumer Preferences: A Case Study of the Insurance Industry

Xiaodan Lin, Chen-Ying Lee () and Chiang Ku Fan
Additional contact information
Xiaodan Lin: Faculty of Graduate School, Minjiang University, Fuzhou 350108, China
Chen-Ying Lee: Department of Risk Management and Insurance, Shih Chien University, Taipei 104, Taiwan
Chiang Ku Fan: Department of Risk Management and Insurance, Shih Chien University, Taipei 104, Taiwan

Sustainability, 2025, vol. 17, issue 5, 1-18

Abstract: Climate change has emphasized the need for sustainable practices across industries, including insurance. This study explores the management priorities for greenhouse gas (GHG) emissions in the insurance sector, focusing on the perspectives of marketers and brokers. It aims to identify critical emission sources and propose effective strategies for carbon reduction. Using the analytic hierarchy process (AHP) and importance–performance analysis (IPA), this study evaluates the significance and performance of GHG emission sources. Results reveal that both marketers and brokers prioritize indirect emissions, especially those from purchased electricity. However, marketers emphasize investment-related impacts, while brokers focus on emissions during the use phase of sold products. Purchased electricity is a well-managed source, while emissions from sold products require immediate attention. This study concludes that insurance companies should prioritize high-importance underperforming emission sources. Recommendations include improving energy efficiency for purchased electricity, promoting low-carbon practices during product usage, and reallocating resources from lower priority areas like investments and capital goods. By implementing these strategies, insurance companies can align environmental goals with operational priorities, enhance sustainability practices, and reinforce their reputation as socially responsible enterprises.

Keywords: greenhouse gas (GHG) emissions; insurance industry; sustainability; analytic hierarchy process (AHP); carbon management (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/17/5/2179/pdf (application/pdf)
https://www.mdpi.com/2071-1050/17/5/2179/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:17:y:2025:i:5:p:2179-:d:1604160

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().