Impact of Hofstede’s cultural dimensions on insurance demand

Factors determining the demand for different types of insurance and consumer behaviours have been the subject of many studies. The analysed factors included cultural dimensions, i.e. certain aspects of culture that could be measured, which allows determining the position of a given culture in relation to others. However, the research results were very diverse, which motivated the authors to conduct their own research. The aim of the study discussed in the article was to verify the relationship between Hofstede’s cultural dimensions and insurance demand in selected European countries. It covered various types of insurance: life insurance, property and casualty insurance, motor insurance, general liability insurance and health insurance, as well as all types of insurance in total. The study used secondary data relating to 27 countries and the years 2004–2020 presented on the Insurance Europe and Geert Hofstede websites. Six Hofstede’s cultural dimension indices: the power distance index, individualism vs. collectivism, masculinity vs. femininity, the uncertainty avoidance index, longterm normative orientation vs. short-term normative orientation and indulgence vs. restraint, as well as insurance density (total premiums per inhabitant) were used as variables in the models. The research confirmed the lack of or a very weak relationship between most Hofstede’s cultural dimensions and the demand for insurance, except the indulgence dimension. The relationship between this factor and insurance demand proved significant, which is important not only from a methodological point of view (little interest devoted to this indicator in the literature), but also from a business perspective (e.g. from a marketing communication perspective).