Abstract
PurposeThis study investigates the effect of education on crop insurance knowledge within the context of noncompliance experiences. In addition, the study delves into the role of government endorsement in education, which is instructive for the implementation of future insurance promotions.Design/methodology/approachThe study designs a randomized controlled trial (RCT) conducted in Jiangsu Province, China. A total of 518 sample farmers were randomly assigned to two experiments: The Education Experiment and the government’s Endorsement Experiment, respectively. After conducting a set of rigorous exogeneity tests, econometric analysis was conducted using baseline survey data and post experiment data.FindingsOur results revealed that insurance education served as an effective tool in improving farmers’ insurance knowledge, especially their understanding of insurance mechanisms. However, this effect can be mitigated by the noncompliant insurance experience of farmers. Moreover, government-endorsed education proved to be more efficient in improving farmers’ insurance knowledge, thus highlighting the significance of building trust between insureds and insurers.Originality/valueThis study contributes to the literature by demonstrating that using a simple education tool, such as, brochures, can effectively improve farmers insurance knowledge. In addition, insurance mechanisms are now more urgently in need of universalization than policy information. Furthermore, by conducting the RCT, this study obtains unbiased causal inference on the effect of education on insurance knowledge and underscores the role of government endorsement in this process. In addition, the study illustrates the tradeoff between insurers’ efforts in enhancing education and regulating noncompliant insurance misconducts, which compromises education efforts. Overall, this study provides insights into the marketing strategies of insurers and government propaganda aimed at stimulating farmers’ incentives to purchase insurance.