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

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.