Mass Media Exposure and Health Insurance: The Moderating Role of Education and Wealth among Community-dwelling Older Adults from the Longitudinal Aging Study in India

Abstract This study aimed to examine the association of mass media exposure (MME) with enrolment in health insurance (HI) and its moderating effect on the associations among older adults in India. The data of 29,935 older adults aged 60 + were used from the Longitudinal Ageing Study in India (LASI-2017-18). Descriptive statistics, bivariate analysis, moderated multivariable logistic regression models, and Fairlie decomposition were all used to achieve the objectives of the research. The results showed that enrolment in HI and MME among older individuals in India was at about 18.3% and 43.5%, respectively. Older adults who had MME, one or more years of schooling, and non-poor consumption expenditure (MPCE) were 1.39 times [adjusted odd ratio (aOR): 1.39, CI: 1.30–1.49], 1.23 times [aOR: 1.23, CI: 1.15–1.32] more likely, and 0.88 times [aOR: 1.39, CI: 1.30–1.49] more likely to be enrolled in health insurance than those with no MME, no schooling, and poor MPCE, respectively. Additionally, MME increases the likelihood of enrolment in HI and modifies associations between schooling, MPCE, and enrolment in HI. The study's conclusions imply that it would be wise to consider the use of these communication channels when developing strategic communication plans to promote HI enrolment in India.