This study employs a field survey of 640 rural households in a seismically active area of China to examine the impact of government risk communication intervention on the adoption of earthquake insurance. Four treatments were performed, and they were accepted in various forms depending on the level of risk communication. Findings indicate that door-to-door risk communication from the government motivates residents to buy earthquake insurance. Furthermore, after receiving tailored risk communication, low-income groups and ethnic minorities demonstrate greater willingness to pay for insurance. These findings have implications for how comprehensive frameworks for managing disaster risk should be created in developing nations faced with escalating natural disaster hazards.