Volume 30 Number 2, 2025

Purchase Intentions and Purchase Behaviour towards Health Insurance among Generation Z: A Moderating Effect of Health Insurance Literacy

Sunita Jatav ^a,*, Gagan Prakash ^b, Abhijit Mohanty ^{c  
a N. L. Dalmia Institute of Management Studies and Research, Mumbai
sunitasimi@gmail.com
b IPS Academy, Institute of Business Management & Research, Sanwer Campus, Indore
gaganprakash2008@gmail.com 
c Department of Business Administration, Utkal University, Bhubaneswar, Odisha
abhijitmohanty.1986@gmail.com}

ABSTRACT

This study aims to investigate the key factors influencing the intention to purchase health insurance products in the post-COVID scenario among Generation Z. Additionally, this research endeavours to evaluate the moderating impact of health insurance literacy on the transformation of intentions into actual health insurance purchase behaviour by utilizing an extended theory of planned behaviour (ETPB), incorporating health consciousness and perceived usefulness to assess Gen Z's intention to purchase health insurance. A total of 518 respondents were selected using purposive sampling. PLS SEM and SPSS were employed to analyse the data. A structured questionnaire was utilized for data collection. Subjective norms and perceived behavioural control were found to have a more significant impact on the intentions to purchase health insurance among Generation Z consumers in India. Furthermore, a significant and positive moderating effect of health insurance literacy was observed between intention and purchase of health insurance. This paper makes a unique contribution to the literature regarding investigating the factors responsible for the purchase of health insurance among Generation Z by extending the TPB and applying health insurance literacy as a moderator in predicting the purchase behaviour of health insurance in the context of an emerging economy such as India. Since health insurance literacy moderates the model, it contributes to the TPB literature.

JEL Classifications: C830, C890, I13, M310

Keywords: health insurance, extended theory of planned behaviour, generation Z, health consciousness, perceived usefulness

Cite this article: 

Jatav, S., Prakash, G., Mohanty, A., 2025, Purchase Intentions and Purchase Behaviour towards Health Insurance among Generation Z: A Moderating Effect of Health Insurance Literacy, International Journal of Business, 30(2), 002. https://doi.org/10.55802/IJB.030(2).002