ABSTRACT
This study analyzes Generation Z’s attitude towards funeral insurance in India and its cultural constraints governing their mindset and decision-making processes. As a generation that is digitally native and financially literate, Gen Z offers distinct behaviors deviating from past generations. Still, in the context of financial planning for life's end and, more so, funeral insurance, this generation evinces hesitation and negligible awareness. This research utilized a quantitative, cross-sectional survey research design, applying statistical methods such as ANOVA, Tukey's HSD, correlation analysis, and multiple regression in analyzing cultural influence on Gen Z's attitude towards funeral insurance in India. Descriptive statistics were applied for presenting the data and inferential methods for determining significant group differences and predictive patterns. The research points to cultural determinants of import - such as the death taboo, the extremely high visibility of religious funeral ceremonies, and the intractable hold of joint family arrangements - that are highly resistant points. Funeral insurance, no matter how much growing financial literacy and internet connectivity may overcome them, still remains little understood or appreciated by young Indians. The article elaborates on how funeral insurance can be reframed as a virtuous and sympathetic financial choice rather than an obscene or taboo one. The conclusions have relevance to insurance companies, financial education providers, and policy makers who want to increase insurance penetration and customize financial products to a culturally diverse and changing Indian consumer market. The research ultimately needs culturally appropriate marketing, education, and policy interventions to close this perception gap.
