The Intention of Participation in Voluntary Health Insurance under the View of Planned Behavior Theory: Evidence of Hanoi Vietnam

This study aims to understand why the rate of voluntary health insurance participation in Vietnam is still low based on the analysis of human behavior according to the theory of planned behavior of (Ajzen, 1991), and other extensions of this theory include (Ajzen and Fishbein, 2005), (Ajzen, 2008). Research results show that perceived benefits play an important role in forming attitudes toward the intention to purchase individual health insurance. The conclusion of this article can contribute to providing solutions based on the theory of planned behavior to suggest to policymakers or implementing agencies that they bring solutions in terms of psychology to influence health insurance buyers in the context of implementing universal health insurance in Vietnam today