2025, Vol. 6, Issue 1, Part C

The paper investigates motor insurance purchase intensions by using the Theory of Planned Behavior (TPB) framework. The study focuses on analyzing the role of attitude and subjective norms and perceived behavioral control before purchase intention alongside exploring perceived risk as these constructs' fundamental causes. Three hundred and twenty-three motor insurance customers from Bangalore completed the structured quantitative survey which used random stratified sampling. SEM was used to evaluate the relationships established between the TPB constructs and perceived risk. The study shows that buying intention gets strengthened by perceived behavior control and willingness as well as positive subjective pattern while perceived risk acts as a negative influence and creates barriers to behavioral intention.

This study contributes to practice by offering practical insights to insurers on how to diffuse risk perceptions and communicate effectively with customers. Insurers can use the behavioral drivers to guide their efforts to boost engagement, trust and purchase intentions in the competitive arena of motor insurance.