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

Document Type : Research Paper


1 Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran

2 Department of Management , Tabriz Branch, Islamic Azad University, Tabriz, Iran

3 Department of Management, Tabriz Branch, Islamic Azad University, Tabriz , Iran


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


[1] M.K. Abari, N.A. Nilchi, M. Nasri and M. Hekmatpanah, Target market selection using Fuzzy analytic hierarchy process(AHP) and technique for order performance by similarity to ideal solution( Topsis) methods, Afr. J. Bus. Manag. 6 (2012), no. 20, 6291–6299.
[2] A. Ahmadi and Y. Hakimi, Ranking of the main factors influencing the purchasing behavior of environmentally friendly products, Int. Conf. New Res. Achiev. Econ. Account. Manag., 2015.
[3] M. Amiri, Group decision-making for machine tool selection using fuzzy victor method, Quart. J. Ind. Manag. Stud. 6 (2010), no. 16, 167–188.
[4] M. Ataiee, Fuzzy multi-criteria decision-making, First Edition of Shahroud University of Technology Publications, Shahroud, 2010.
[5] A. Azar, H. Jonaghani and P. Ahmadi Nik Jonaghani, Fuzzy theory and its application in decision-making, First Edition, Saffar Publications, 2014.
[6] N. Barber, P. Kuo, M. Bishop and R. Goodman, Raymond, Measuring psychographics to assess purchase intention and willingness to pay, J. Consumer Market. 29 (2012), no. 4, 280–292.
[7] Q.A. Bazyabi, M. Amiri and M. Fakhari, Study of the effect of brand equity on consumer behavior and customer responses with emphasis on the role of marketing mix factors (Case study: Apple digital audio and video products), Second Nat. Conf. Market. Res. Int. Hotel Conf. Hall Olympics, Tehran, 2015, pp. 1–14.
[8] A. Biswas and M. Roy, Mousumi, Green products: an exploratory study on the consumer behaviour in emerging economies of the East, J. Cleaner Prod. 87 (2015), 463–468.
[9] V. Carfora, C. Cavallo, D. Caso, T. Del Giudice, B. De Devitiis, R. Viscecchia, G. Nardone and G. Cicia, Explaining consumer purchase behavior for organic milk: including trust and green selfidentity within the theory of planned behavior, Food Qual. Pref. 76 (2019), 1–9.
[10] L. Carrete, R. Casta˜no, R. Felix, E. Centeno and E. Gonz´alez, Green consumer behavior in an emerging economy: confusion, credibility, and compatibility, J. Consumer Market. 29 (2012), no. 7, 470–481.
[11] K. Chan, Mass communication and pro-environmental behaviour: waste recycling in Hong Kong, J. Envir. Manag. 52 (1998), no. 4, 317–325.
[12] M. Chand, N. Bhatia and R. Kumar Singh, ANP-MOORA-based approach for the analysis of selected issues of green supply chain management, Benchmark.: Int. J. 25 (2018), no. 2, 642–659,
[13] A. Couture, M. Arcand, S. S´en´ecal and J.F. Ouellet, The influence of tourism innovativeness on online consumer behavior, J. Travel Res. 54 (2013), no. 1, 66–79.
[14] A.M.F. Do Pa¸co, M.L.B. Raposo and W.L. Filho, Identifying the green consumer: asegmentation study, J. Target. Measur. Anal. Market. 17 (2009), no. 1, 17–25.
[15] P. Ellen, D. Eroglu and D. Webb, Consumer Judgments in a Changing Information Environment: How Consumers Respond to ‘Green Marketing’ Claims, Georgia State University, 1997.
[16] R. Esmaeil Pour, M. Ramezanian and E. Besarati, Review the styles of customer knowledge management in orderto select the most appropriate style of Guilan Province Gas Company, Appl. Math. Engin. Manag. Technol. 2014 (2014), 284–296.
[17] G. Foxall, J. Oliveira-Castro, V. James and T. Screzenmaier, Consumer behaviour analysis and the behavioural perspective model, Manag. Online Rev. 2011 (2011).
[18] E. Fraj-Andr´es and E. Mart´ınez-Salinas, Impact of environmental knowledge on ecological consumer behaviour: an empirical analysis, J. Int. Consumer Market. 19 (2007), no. 3, 73–102.
[19] D. Gadenne, B. Sharma, D. Kerr and T. Smith, The influence of consumers’ environmental beliefs and attitudes on energy saving behaviours, Energy Policy 39 (2011), no. 2, 7684–7694.
[20] S. Garzella and R. Fiorentino, An integrated framework to support the process of green management adoption, Bus. Process Manag. J. 20 (2014), no. 1, 68–89.
[21] R. Gilevaee, A.Karimi Shiraz, H.M. Modiri and A. Pourhabibi, Improving the quality of clinical dental services using the importance-performance analysis (IPA) approach and interpretive-structural modeling (ISM), J. Dentomaxillofacial Radio. Path. Surgery 6 (2017), no. 1, 14–26.
[22] B. Godey, A. Manthioua, D. Pederzoli, J. Rokka, G. Aiello, R. Donvito and R. Singh, Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior, Behav. J. Bus. Res. 69 (2016), no. 2, 5833–5841.
[23] M. Grimmer and T. Bingham, Company environmental performance and consumer purchase intentions, J. Bus. Res. 66 (2013), no. 10, 1945–1953.
[24] J. Hallikas, K. Lintukangas and A.K. K¨ahk¨onen, The effects of sustainabilitypractices on the performance of risk management and purchasing, J. Cleaner Prod. 263 (2020), 121579.
[25] P. Hartmann and V. Apaolaza-Ibanez, Consumer attitude and purchase intention toward green energy brands: the roles of psychological benefits and environmental concern, J. Bus. Res. 65 (2012), no. 9, 1254–1263.
[26] S. Haryani and B. Motwani, Discriminant model for online viral marketing influencing consumers Q11 behavioural intention, Pacific Sci. Rev. B: Human. Soc. Sci. 2 (2016), no. 8, 1–8.
[27] M. Hashemi and D. Mohammadi Alavijeh, Investigating the effect of green marketing on the purchase intention with the mediating role of the company’s image with a productivity promotion approach (Case study: Shatel customers), Prod. Manag. 13 (2018), no. 40, 145–167.
[28] T. Hedlund, The impact of values, environmental concern, and willingness to accept economic sacrifices to protect the environment on tourists’ intentions to buy ecologically sustainable tourism alternatives, Tourism Hospital. Res. 11 (2011), no. 4, 278–288.
[29] T.C. Hung, multiple attribute decision-making method Yang, s for plant layout design problem, Robot. Comput. Integrat. Manufact. 23 (2007), no. 1, 126–137.
[30] N. Iman Khan, Consumer behavior in digital marketing, Manag. Quart. 11 (2008), 81–88.
[31] T. Jackson and L. Michaelis, Policies for sustainable consumption, a report to the sustainable development commission, forming part of the SDC submission to department for environment food and rural affairs (DEFRA)’s strategy on sustainable consumption and production, Sustainable Development Commission, 2003.
[32] H. Jalilian, A.H. Ebrahimi and O. Mahmoudian, The effect of electronic word-of-mouth advertising on consumer purchasing intent through customer-based brand equity among students (Case studies: dell laptop products), Bus. Manag. 4 (2012), no. 4, 41–64.
[33] Y. Joshi and Z. Rahman, Consumers’ sustainable purchase behaviour: modeling the impact of psychological factors, Ecol. Econ. 159 (2019), 235–243.
[34] C. Kahraman, A. Beskese and D. Ruan, Measuring flexibility of computer integrated manufacturing systems using fuzzy cash flow analysis, Inf. Syst. 168 (2004), 77–94.
[35] M. Karbasian, M. Javanmardi, A. Khabushaniand and M. Zanjirchi, A hybrid approach using ISM for leveling agile criteria and fuzzy AHP to determine the relative weights of evaluation criteria and fuzzy TOPSIS to rank the alternatives, J. Produ. Oper. Manag. 2 (2011), no. 1, 107–122.
[36] H. Karimi Shirazi, Gh. Farajpour Khanaposhtani and S.Nazari Moghaddam, Identification and analysis of the relationships between effective environmental factors in entrepreneurial success via fuzzy DEMATEL method, JK welfare & pharmascope foundation, Int. J. Rev. Life Sci. 5 (2015), 17–24.
[37] J. Keller and M. Zarandi, Theory of fuzzy sets, Second Edition, Amir Kabir University Press, Tehran, 2010.
[38] S. Ketron and K. Naletelich, Victim or beggar? Anthropomorphic messengers and the savior effect in consumer sustainability behavior, J. Bus. Res. 96 (2019), 73–84.
[39] B. Kheiri and M. Fathali, Study of factors affecting the intention to buy luxury products, J. Market. Manag. 26 (2015), 1–24.
[40] E. Ko, Y. Hwang, E. Kim, Green marketing’ functions in building corporate image in the retail setting, J. Bus. Res. 66 (2013), no. 10, 1709–1715.
[41] P. Kumar and B.M. Ghodeswar, Factors affecting consumers’ green product purchase decisions, Mark. Intell. Plan. 33 (2015), no. 3, 330–347.
[42] R.B. Leary, R.J. Vann, J.D. Mittelstaedt, P.E. Murphy, and J.F. Sherry, Changing the marketplace one behavior at a time: perceived marketplace influence and sustainable consumption, J. Bus. Res. 67 (2014), no. 1, 1953–1958.
[43] K. Lee, The green purchase behavior of Hong Kong young consumers: the role of peer influence, local environmental involvement, and concrete environmental knowledge, J. Int. Consum. Mark. 23 (2010), no. 1, 21–44.
[44] L.C. Lu, W.P. Chang and H.H. Chang, Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: the effect of sponsorship type, product type,and brand awareness, Comput. Hum. Behav. 34 (2014), 258–266.
[45] P. Maniatis, Investigating factors influencing consumer decision-making while choosing green products, J. Cleaner Prod. 132 (2016), 215–228.
[46] G. Marigold Castaneda, P. Carmelita Martinez and R. Rodilina Marte Banjo, Explaining the environmentally sustainable consumer behavior: a social capital perspective, Soc. Respons.J. 11 (2015), no. 4, 658–676.
[47] F. Mokhtarnejad, A study of factors affecting consumer evaluation of green products, Department of Management, Islamic Azad University, Yazd Branch, Yazd, Iran, 2013.
[48] M. Momeni, New topics in operations research, Fifth Edition, University of Tehran Press, Tehran, 2013.
[49] M. Mostafa, Shades of green: A psychographic segmentation of the green consumer in Kuwait using self-organizing maps, Expert Syst. Appl. 36 (2009), no. 8, 11030–11038.
[50] J. Newton, T. Joshua, F. Yelena and S. Carla, Environmental concern and environmental purchase intentions: The mediating role of learning strategy, J. Bus. Res. 68 (2015), no. 9, 1974–1981.
[51] H. Pourjamshidi, H. Mehdizadeh, S. Gholamrezaei and N. Shiri, Factors affecting the tendency to sustainable consumption behavior: A case study of Khorramabad, Quart. J. Envir. Educ. Sustain. Dev. 4 (2016), no. 4, 55–64.
[52] S. Qasemi and H. Mehdizadeh, Study of the effect of social networking on consumer shopping behavior in virtual social networks, First Int. Conf. Manag. Econ. Account. Educ. Sci., Sari, Future-Building Scientific Research and Consulting Company, Payame Noor University, 2015.
[53] E. Rahbar and N. Abdul Wahid, Investigation of green marketing tools’ effect on consumers purchase behavior, Bus. Strategy Ser. 12 (2011), no. 2, 73–83.
[54] S. Rezaei, Segmenting consumer decision-making styles(CDMS)toward marketing practice:A partial least squares(PLS)path modeling approach, J. Retail. Consumer Serv. 22 (2015), 1–15.
[55] A.M. Ritter, M. Borchardt, L.R. Vaccaro, P. Guilherme, M. Giancarlo and A. Francieli, Motivations for promoting consuming green products in an emerging country: exploring attitudes of Brazilian consumers, J. Cleaner Prod. 106 (2015), no. 1, 507–520.
[56] J.A. Roberts, Green consumers in the 1990s: profile and implications for advertising, J. Bus. Res. 36 (1996), no. 3, 217–231.
[57] T.L. Saaty, Fundamentals of the Analytic Network Process, Proceedings of ISAHP 1999, Kobe, Japan, 1999,
[58] D. Sardana, N. Gupta, V. Kumar and M. Terziovski, CSR ‘sustainability’ practices and firm performance in an emerging economy, J. Cleaner Prod. 258 (2020), 120766.
[59] M.H. Seif, S. Mazloumian, A. Rastegar and M. Amrollahi Jalal Abadi, Emvironm,ental and psychological factors on green purchasing willingness among employees of sarcheshmeh copper complex, J. Environ. Educ. Sustain. Dev. Opment. 4 (2016), no. 2, 19–29.
[60] P. Stern, New environmental theories: toward a coherent theory of environmentally significant behavior, J. Soc. Issues 56 (2000), no. 3, 407–424.
[61] T.F. Stillman, F.D. Fincham, K.D. Vohs, N.M. Lambert and C.A. Phillips, The material and immaterial in conflict: spirituality reduces conspicuous consumption, J. Econ. Psychol. 33 (2012), no. 2, 1–7.
[62] S. Sudiyanti, Predicting women purchase intention for green food products in Indonesia, Master Thesis in Business Administration, University of Agder, 2009.
[63] S.M. Tabatabai Nasab and Z. Muhammad Nabi, Study of the effect of brand elements on the attitude and behavior of consumers towards generalized brand (Case study: Kaleh Meat and Dairy Products Company), Bus. Manag. 7 (2015), no. 2, 445–462.
[64] F. Torfia and R. Zanjirani Frahani, Fuzzy AHP to determine the relative weights of evaluation criteria and Fuzzy topsis to rank the alternatives, Appl. Soft Comput. 10 (2010), 520–528.
[65] W.H. Tsai and W.C. Chou, Selecting management systems for sustainable development in SMEs: A novel hybrid model based on DEMATEL, ANP, and ZOGP, Expert Syst. Appl. 36 (2009), no. 2, 1444–1458.
[66] Sh. Tseng and Sh. Hung, A framework identifying the gaps between customers’ expectations and their perceptions in green products, A framework identifying the gaps between customers’ expectations and their perceptions in green products, J. Cleaner Prod. 59 (2013), no. 5, 174–184.
[67] P.O.D. Valle, E. Rebelo, E. Reis and J. Menezes, Combining behavioral theories to predict recycling involvement, Environ. Behav. 37 (2005), no. 3, 364–396.
[68] S.T. Wang, Consumer characteristics and social influence factors on green purchasing intentions, Market. Intell. Plann. 32 (2014), no. 7, 738–753.
[69] V. Wong, W. Turner and P. Stoneman, Marketing strategies and market prospects for environmentally-friendly consumer products, Br. J. Manag. 7 (1996), no. 3, 263–281.
[70] M. Woolcock and D. Narayan, Social capital: implications for development theory, research and policy, World Bank Res. Observ. 15 (2000), no. 2, 225–249.
[71] C. Wu, X. Zhou and M. Song, Sustainable consumer behavior in China: an empirical analysis from the Midwest regions, J. Cleaner Prod. 134 (2016), 147–165.
[72] I. Y¨uksel and M. Da˘gdeviren, Using the analytic network process (ANP) in a SWOT analysis - A case study for a textile firm, J. Inf. Sci. 177 (2007), no. 16, 3364–3382.
[73] A. Zimmermann, Fuzzy set theory and its applications fourthed, Springer, Newhed, Springer, New York, 2005.
[74] World health organization, 2014, http: //www.who.int/en.
Volume 14, Issue 2
February 2023
Pages 341-358
  • Receive Date: 06 October 2021
  • Revise Date: 18 December 2021
  • Accept Date: 18 January 2022