Identifying Non-Adopter Consumer Segments: An Empirical Study on Earthquake Insurance Adoption in Turkey

Feray Adigüzel, Mirella Kleijnen, B. Burçak Başbuğ Erkan, Ceylan Talu Yozgatligil

Research output: Contribution to JournalArticleAcademicpeer-review

Abstract

In recent years, steadily climbing natural disaster losses have increased the need to promote new financial risk transfer mechanisms, including insurance, as a mitigation tool to build resilient communities to recover faster after disaster occurrence. However, while the societal need for such policies is high, demand for natural disaster insurance typically is still low. While there is ample research on positive adoption decisions, reasons for non-adoption has not yet received the attention it deserves. Using the case of earthquake insurance in Turkey, this study investigates how public policy makers and insurance companies can differentiate non-adopter segments and consequently develop targeted strategies to stimulate the uptake of disaster insurance. Our study develops a non-adopter typology consisting of four segments-state reliant positivist, dependers, adversaries, and uninformed loners. Differences among segments provide policy makers and insurance companies with meaningful insights to design and consequently introduce affordable natural disaster insurance to the market. 2018 by The American Council on Consumer Interests.

Original languageEnglish
Pages (from-to)662-685
Number of pages24
JournalJournal of Consumer Affairs
Volume53
Issue number2
DOIs
Publication statusPublished - 2019

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insurance
natural disaster
Turkey
insurance company
disaster
consumer interest
typology
public policy
Earthquake
Insurance
Empirical study
demand
market
community
Natural disasters
Politicians
Insurance companies
Disaster

Cite this

Adigüzel, Feray ; Kleijnen, Mirella ; Erkan, B. Burçak Başbuğ ; Yozgatligil, Ceylan Talu. / Identifying Non-Adopter Consumer Segments : An Empirical Study on Earthquake Insurance Adoption in Turkey. In: Journal of Consumer Affairs. 2019 ; Vol. 53, No. 2. pp. 662-685.
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Identifying Non-Adopter Consumer Segments : An Empirical Study on Earthquake Insurance Adoption in Turkey. / Adigüzel, Feray; Kleijnen, Mirella; Erkan, B. Burçak Başbuğ; Yozgatligil, Ceylan Talu.

In: Journal of Consumer Affairs, Vol. 53, No. 2, 2019, p. 662-685.

Research output: Contribution to JournalArticleAcademicpeer-review

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