Sustainable Entrepreneurship in the Insurance Sector: The Role of Ethical Marketing and CSR in Building Consumer Trust

Abstract

This paper analyses how sustainability in entrepreneurship, ethics in marketing, and corporate social responsibility (CSR) authenticity all contribute to consumer faith in the insurance industry. With increasing demands on insurers to respond to climate risk, enhance social resilience, and promote responsible governance, sustainability has taken on a characteristic role in strategic orientation within the industry. Based on an integrative mixed-method approach that incorporates doctrinal legal analysis, thematic analysis of ESG and CSR disclosure data, and simulated consumer-perception data, the study builds a multidimensional model where organizational sustainability strategies are linked with market-level trust results. The findings reveal that ethical marketing, which is marked by transparency, accuracy, and fair play, is a direct behavioural signal that promotes consumer trust. CSR authenticity is a long-term use of stabilising trust, the effects of which can depend on whether corporate statements and substantive actions match. Sustainable entrepreneurship is at the heart of these dynamics because it reconciles insurer innovation and governance to what society expects of environmental and social responsibility of the insurers. Trust is also enhanced by regulatory frameworks such as new ESG disclosure standards that enhance transparency and reduce the risks of greenwashing. It also exposes a number of gaps in research and research methodology, such as the use of simulated data and the lack of cross-cultural empirical validation. It finds that genuine, strategically combined sustainability conducts are necessary to enhance consumer confidence in an ever-ESG-aware insurance market