After many years observation, I see that there's at least 3 main reasons, that people choose to not repent and get saved and born again.
1) Pride/self-righteousness.
*many people think that they're good enough for The Heaven as they are. But if it was so, then The Lord didn't need to die a gruesome death for their sins?
2) Fear of men.
*there's so many who are afraid of what family, friends, colleagues, neighbors etc, will say about them, if they choose to give their lives to The Lord. But He is worth living for, despite what others mean! 😊
3) Materialism/egoism.
*it costs everything to follow The Lord, and one have to prepare to be persecuted for The Lord's Name's sake, but there's few who wish this, for they will rather have a shortly pleasure in the sin, than an entire life with The Lord!