The study, published in the prestigious Journal of Social Marketing, investigates the various factors that influence women's intentions to adopt menstrual cups. Focusing on how emotional, conditional, epistemic and environmental values are perceived, the team surveyed 304 women.
The findings reveal that emotional values had the most significant influence, "suggesting that respondents believe they are making personal contributions to sustainability and society by adopting menstrual cups."
This was followed by environmental factors. Previous studies have shown that the environmental costs of menstrual cups are lower than those of conventional products, as sanitary pads produce substantial environmental waste and therefore result in high plastic pollution.
The environmental factor regarding menstrual cups “forms a positive attitude towards behavioral intention; which resonates well with the principles of social marketing, where social and environmental well-being is a central theme,” the team said.
Furthermore, factors such as desire for knowledge, price sensitivity, and quality considerations also greatly influence adoption intentions.
“The adoption of menstrual cups in India can revolutionize feminine hygiene by promoting health, comfort and environmental sustainability, reducing waste and infection risks for millions of women. “It is a vital step towards empowering women with safer and greener options,” said Professor Priyanka Sharma of IIM Lucknow.
"Prioritizing menstrual health is key to promoting the well-being and dignity of women across the country," she added.
The insights gained from this research can be critical for social marketers and policymakers seeking to promote menstrual cup use.
By emphasizing the emotional value of menstrual cups and showing their sustainable benefits, such as reducing environmental waste, marketing campaigns can be designed to encourage more women to make the switch, the researchers said.
The findings reveal that emotional values had the most significant influence, "suggesting that respondents believe they are making personal contributions to sustainability and society by adopting menstrual cups."
This was followed by environmental factors. Previous studies have shown that the environmental costs of menstrual cups are lower than those of conventional products, as sanitary pads produce substantial environmental waste and therefore result in high plastic pollution.
The environmental factor regarding menstrual cups “forms a positive attitude towards behavioral intention; which resonates well with the principles of social marketing, where social and environmental well-being is a central theme,” the team said.
Furthermore, factors such as desire for knowledge, price sensitivity, and quality considerations also greatly influence adoption intentions.
“The adoption of menstrual cups in India can revolutionize feminine hygiene by promoting health, comfort and environmental sustainability, reducing waste and infection risks for millions of women. “It is a vital step towards empowering women with safer and greener options,” said Professor Priyanka Sharma of IIM Lucknow.
"Prioritizing menstrual health is key to promoting the well-being and dignity of women across the country," she added.
The insights gained from this research can be critical for social marketers and policymakers seeking to promote menstrual cup use.
By emphasizing the emotional value of menstrual cups and showing their sustainable benefits, such as reducing environmental waste, marketing campaigns can be designed to encourage more women to make the switch, the researchers said.
