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Risk is a characteristic feature of modern society. According to U. Beck’s conceptual idea, continuous generation and distribution of technogenic, sociogenic, environmental, political and other risks take place in the «risk society». In every country insurance is one of the main tools for risk management and economy’s strategic management. We examine the relationship between the level of the people determination of the phenomenological risk occurrence and the expansion of the corresponding type of voluntary insurance, such as life insurance, accident insurance, property insurance, etc. The article presents the results of the analysis of foreign scientists’ works, which confirm the direct correlation between the characteristic features under study in the European countries. The results also include the analysis of the trends in the Russian society which did not reveal direct correlation. This conclusion is based at the poll conducted by the authors in Kursk region as well as the results of similar studies in other regions of Russia. The authors singled out the reasons explaining why high assessment of risk occurrence by the population is poorly reflected in public involvement in voluntary insurance.

Impact of citizens’ phenomenological risks assessment on the development of voluntary insurance market