Transactions on Economic and Business Models Rudrappa Shashidhar, Ashokkumar V Paled, Shreeshaila P Vijayapur 1 1 2025 https://doi.org/10.6025/tbem/2026/1/1/14-23 https://www.dline.info/tebm/fulltext/v1n1/tebmv1n1_2.pdf Sustainability is gaining traction across various domains and societies as they evolve and develop while considering societal and environmental concerns. This trend is also making its way into the insurance sector. As insurance companies strive to remain competitive, there is a growing focus on Environmental, Social, andGovernance (ESG) issues. To mitigate risks, these companies are implementing sustainable practices; however, the real challenge lies in determining how willing customers are to embrace and adopt sustainable insurance. This paper has been crafted to tackle these issues, considering several key factors influencing the adoption of sustainable insurance, including awareness of sustainable insurance, customer perceptions towards insurance, and the insurance companies themselves. The purpose is to analyze the adoption and utilization of sustainable insurance by evaluating customer perceptions and awareness. A survey was conducted among insurance clients in Karnataka, India, to assess their acceptance of sustainable insurance. Utilizing regression analysis, a connection was identified among the variables; the findings highlight the importance of increasing customer awareness and encouraging the adoption of sustainable insurance practices.