➢ The research explores perceived values like price sensitivity, quality, and environmental awareness, highlighting the barriers and motivators influencing menstrual cup adoption
➢ These insights can help policymakers design targeted campaigns to boost usage and acceptance among women in developing countries
LUCKNOW: A recent study conducted by faculty at Indian Institute of Management Lucknow tackles the critical issue of low menstrual cup adoption rates in developing countries, particularly in India, despite their numerous
benefits.
The findings of this research have been published in the esteemed Journal of Social Marketing, in a paper co-authored by Prof. Priyanka Sharma, Department of Marketing, IIM Lucknow, alongside Dr. Rinku Sanjeev and Ms. Smriti Shukla from Symbiosis Centre for Management Studies, Noida, and Symbiosis International
(Deemed University), Pune, India.
Titled “What Drives Women to Adopt Menstrual Cups? The Integration of Consumer Values and Theory of Planned Behaviour,” the study investigates the various factors influencing women’s intentions to adopt menstrual cups, focusing on how perceived values—functional, emotional, conditional, epistemic, and environmental—impact
these adoption decisions. The findings reveal that emotional values play a significant role in shaping women’s attitudes toward menstrual cup adoption. Additionally, factors such as the desire for knowledge, price sensitivity, quality considerations, and environmental awareness greatly influence adoption intentions.
Highlighting the importance of this research, Prof. Priyanka Sharma said, “Adopting 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 toward empowering women with safer, eco-friendly
choices. Prioritizing menstrual health is key to fostering well-being and dignity for women across the nation.”
One of the major challenges of this study was addressing a topic that is often considered taboo in Indian society. Women are generally uncomfortable discussing menstrual health, making data collection difficult. However, as the research underscores, menstrual health is critical not just for individual well-being, but for larger societal development. It also aligns with the UN Sustainable Development Goals— Goal 3 (Good Health and Well-being) and Goal 6 (Clean Water and Sanitation). The study contributes to these global objectives by paving the way for both theoretical and practical advancements in menstrual health.
The insights gained from this research can be instrumental for social marketers and policymakers aiming to promote menstrual cup usage. By emphasizing the emotional value of menstrual cups and showcasing their sustainable benefits, such as reducing environmental waste, marketing campaigns can be designed to encourage more women to make the switch.
What sets this research apart is its application of the value-attitude-behaviour framework, an area that has seen limited exploration concerning menstrual cup adoption in developing countries. This innovative approach not only enhances understanding of the barriers and motivators associated with menstrual cup use but also provides a solid foundation for future studies in this critical field.
IIM Lucknow is dedicated to fostering research that addresses societal challenges and contributes to positive change. This study represents a significant step toward increasing awareness and acceptance of menstrual cups among women in India, ultimately promoting better health and environmental sustainability.
