Behavioral Characteristics and Influencing Factors of Young Consumers in the Insurance Market

Abstract

Against the backdrop of the Healthy China strategy, the insurance behavior of young consumers presents new characteristics such as enhanced autonomy, a shift toward proactive risk management, stronger personalized demands, and higher expectations for online experiences. In response to changes in young consumers' risk awareness and consumption philosophy, this paper analyzes influencing factors from four dimensions: economic income, risk perception, social environment, and internet penetration. It proposes that insurance companies should focus on digital innovation, precise product development, social platform marketing, and popularization of insurance education, to promote the transformation of young people’s insurance demand from passive risk transfer to proactive long-term planning, and to help the insurance industry and young groups achieve win-win development.