Predicting Health Insurance Policy Subscription Intention: An Empirical Study

Vincent Ekow Arkorful, Benjamin Kweku Lugub, Shuliang Zhao*

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review


    Though health insurance policies remain critical to eliminating healthcare access barriers, population-wide subscription in Ghana however remains unsatisfactory. Therefore, this study, while employing a questionnaire survey to elicit data (n= 312) analyzed via the structural equation modeling technique, investigates individual health insurance subscription underpinnings using the theory of planned behavior. The results of data analysis affirmed attitude, subjective norm and perceived behavior control as positively related to health insurance subscription. Similarly, results further revealed personal norm and descriptive norm as significantly related to intention, testifying to individuals’ subscription as not anchored on a single factor, but rather on a confluence of behavior-driven elements. The current study, in addition to affirming the TPB’s predictive potency, also enriches health insurance research, and underscores the much often-disregarded behavior constituents as imperative to health policy design and implementation. In view of the study results, implications for augmenting subscription, and suggestions for further research are subsequently delineated.
    Original languageEnglish
    Pages (from-to)281-297
    Number of pages17
    JournalSocial Work in Public Health
    Issue number4
    Early online date8 Nov 2022
    Publication statusPublished - 19 May 2023

    Scopus Subject Areas

    • Health(social science)
    • Public Health, Environmental and Occupational Health
    • Health Policy

    User-Defined Keywords

    • Ghana
    • Health and social policy
    • descriptive norm
    • health insurance
    • personal moral norm
    • theory of planned behavior


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