A STUDY ON ROLE OF COMMUNITY BELIEFS IN SHAPING HEALTH INSURANCE ATTITUDES IN KANUVAI VILLAGE,COIMBATORE

Abstract

Health insurance is a crucial financial tool that provides security against medical expenses, yet its adoption in rural areas remains limited due to various socio-cultural and economic barriers. This study explores the role of community beliefs in shaping attitudes toward health insurance in Kanuvai village in Coimbatore. Using a survey of 138 respondents, the research highlights how societal norms, shared perceptions, and trust in informal networks influence health insurance adoption. The findings reveal that while many villagers recognize the benefits of health insurance, misconceptions, financial constraints, and a lack of awareness hinder their participation. Social circles, including family, friends, and community leaders, play a pivotal role in shaping opinions and decision-making regarding insurance enrollment. To address these challenges, the study suggests targeted awareness campaigns, engagement of community influencers, and simplification of policy details to enhance understanding. Additionally, workshops in educational institutions, subsidies for low-income groups, and local enrollment centers can improve accessibility and participation. A "community adoption model" is recommended, where social influence encourages broader enrollment. By addressing misconceptions and promoting clear, accessible information, rural populations can be empowered to make informed decisions about health insurance. The study underscores the necessity of culturally sensitive strategies to increase health insurance adoption, ensuring financial protection and improved healthcare access for rural communities.