Determinants of Insurance and Insurer Preferences Among Financial Consumers in ASEAN: Evidence from Myanmar, Vietnam, and Indonesia

Abstract This study examines the determinants of insurance and insurer preferences among financial consumers in three emerging ASEAN markets—Myanmar, Vietnam, and Indonesia. Using 1,131 survey responses and a multinomial logistic regression framework, we analyze how socioeconomic, demographic, and behavioral factors shape consumers’ choices between social versus private insurance and life versus non-life insurance. The findings reveal significant heterogeneity across the three countries. In Indonesia, income and government trust significantly influence social insurance preference, while trust in private insurers increases the likelihood of choosing private insurance in both Myanmar and Indonesia. Age is a key determinant of social and life insurance preferences in Vietnam. Financial literacy consistently increases preference for life and non-life insurance in Indonesia and for non-life insurance in Myanmar. Education negatively affects life insurance preference in Myanmar, reflecting structural characteristics of early-stage insurance markets. These results highlight that insurance demand in ASEAN is shaped not only by economic capacity but also by country-specific institutional, demographic, and behavioral factors. The study provides actionable implications for policymakers and insurers seeking to expand coverage and strengthen consumer engagement in developing ASEAN markets.