Investigating the switch from sanitary napkins to menstrual cups

Abstract

The rise in environmental awareness and personal well-being has led to a shift in menstrual product preferences. This research, focusing on women from India, utilizes a mixed-methods approach underpinned by the Push-Pull-Mooring (PPM) framework to investigate the transition from sanitary napkins to menstrual cups. Data from 894 menstrual product users from India were analyzed utilizing PLS-SEM. The study found that health concerns and perceived costs were significant push factors, while minimalism and environmental considerations acted as pull factors. However, social stigma and perceived complexity served as mooring factors. This study extends its practicality to product manufacturers, marketers, and health educators, providing actionable strategies to promote menstrual cups with the aim of surmounting prevailing hindrances. The outcomes underscore the importance of this transition in supporting Sustainable Development Goals (SDGs) — particularly SDG 3 (Good Health and Well-being), SDG 5 (Gender Equality), and SDG 12 (Responsible Consumption and Production) — thereby underlining its contribution to the environmental sustainability narrative and cleaner production ethos.