The research by the Indian Institute of Management, IIM Lucknow 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.
A recent study conducted by faculty at the Indian Institute of Management, IIM 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 Professor Priyanka Sharma, Department of Marketing, IIM Lucknow, alongside Dr Rinku Sanjeev and 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, Professor 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.”
