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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Xiaodan Lin & Chen-Ying Lee & Chiang Ku Fan, 2025. "Analysis of Innovative Green Marketing Corresponding to Consumer Preferences: A Case Study of the Insurance Industry," Sustainability, MDPI, vol. 17(5), pages 1-18, March.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:5:p:2179-:d:1604160
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    References listed on IDEAS

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    3. Yan Zhou, 2024. "Evaluation and Screening of Technological Innovation and Entrepreneurship Based on Improved BPNN Model," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 23(05), pages 1-19, October.
    4. Pen-Chi Chiang & Hwong-wen Ma & Lihchyi Wen & Chun-hsu Lin, 2024. "Theorems and Practices of Green Economy," Springer Books, in: Introduction to Green Science and Technology for Green Economy, chapter 0, pages 47-69, Springer.
    5. Scott E. Sampson & MICHAEL J. SHOWALTER, 1999. "The Performance-Importance Response Function: Observations and Implications," The Service Industries Journal, Taylor & Francis Journals, vol. 19(3), pages 1-25, July.
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    Cited by:

    1. Kocak, Ece & Yilmaz, Kadri Gokhan & Tokucoglu, Tuba, 2026. "Behavioral intention towards green electricity consumption: An analysis in the context of behavioral reasoning theory," Energy Policy, Elsevier, vol. 209(PA).

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