A model of sustainable consumer behavior in the insurance industry (Case study: Insurance Company Asia)

Today, many companies strive to be more responsible and meet consumers’ needs as much as possible. Sustainable consumption refers to consuming products, which are helpful, environmentally friendly, recyclable, and responsive to environmental concerns. Therefore, this study aimed to propose a model of sustainable consumer behavior in the insurance industry. This applied and exploratory research was conducted using a field method, questionnaire, and interview tools with quantitative and qualitative data. The research population was industry experts and professors in the insurance industry, who were selected by judgmental convenience sampling method (20 people) for localization of the model. The data were collected through a researcher-made questionnaire based on pairwise comparisons of research components. In addition, fuzzy DEMATEL methods and fuzzy analytic process network (FANP) were used to analyze the data in Excel software. First, the criteria were identified by reviewing scientific texts and confirmed by university professors. The reliability of the factors was confirmed by Cronbach's alpha greater than 0.7. Then, seven main factors and 18 important sub-factors were identified using the fuzzy Delphi technique. The effectiveness and impressiveness of each factor were determined using the fuzzy DEMATEL technique. Among the main factors, "consumer knowledge of sustainability" with an impact value of 0.8 was the most effective factor, and "perceived market impact factor" with a net impact factor of -0.085 was the most impressive factor. The identified factors were prioritized using the FANP technique. Finally, the highest weight was related to the criterion of the religious spirit. Moreover, perceived market impact factors, sustainable consumer