An analysis of the ROPO effect in the field of agricultural insurance in Germany

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Focusing on the impact of the Internet on purchasing decisions, this research analyzes the ROPO effect (research online, purchase offline) specifically in the context of agricultural insurance in Germany. It highlights how the age of farmers influences their buying behavior, revealing that younger farmers are more likely to research online before making a purchase. The study, based on a quantitative analysis involving interviews with 140 farm operations managers, finds a significant ROPO rate of 47.1%, indicating the growing importance of online information in insurance decisions as the demographic shifts.