Abstract: This study aims to determine the level of insurance purchase intention among millennials and generation z in Tagbilaran city, utilizing Ajzen's theory of planned behavior (TPB) as a framework. The researchers employed a quantitative descriptive method with 150 employed millennials, largely due to their move positive attitudes toward insurance products. However, both generations remain neutral regarding negative perceptions of insurance. Subjective norms strongly influence both generations, while perceived behavioral control contributes to their willingness to engage in insurance-related decisions. Demographic factors such as sex, age, and job industry do not significantly influence insurance purchase intentions. To improve customer experience, insurance companies should develop digital platforms from seamless claims processing, simplify policy documents with clear summaries and visual aids, and offer customizable tiered policy packages to suit diverse needs.

College of Business and Accountancy Bachelor of Science in Accountancy Bachelor of Science in Management Accounting