Effect of Subjective and Objective Knowledge on Consumers’ Willingness to Purchase Health Insurance during COVID-19 Pandemic

Tanuj Mathur

Chapter 18 in Market Dynamics and Strategies in a Post-Crisis World:Navigating a World in Flux, 2025, pp 227-237 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Consumers’ knowledge is suspected to play a key role in influencing their behaviour. The aim of this study is to investigate the impact of consumers’ different types of knowledge on their willingness to purchase health insurance plans during the COVID-19 pandemic. For this, an empirical test is done using data from 203 consumer respondents collected online from various cities in India. A multiple regression technique was used to assess the impact of different knowledge types on consumers’ willingness to purchase. The findings revealed that consumers’ objective knowledge rather than subjective knowledge plays an important role in influencing their willingness to purchase health insurance plans during COVID-19 in India.

Keywords: Marketing; Consumer Behaviour; Crisis Response; Post-Crisis Management; Flexibility; Agile; Leadership; Business; COVID-19 (search for similar items in EconPapers)
JEL-codes: M1 M3 M30 M31 (search for similar items in EconPapers)
Date: 2025
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