IIM Lucknow research identifies crucial drivers of menstrual cup adoption in developing countries

New Delhi: A recent study from the Indian Institute of Management Lucknow (IIM Lucknow) has unveiled key factors influencing menstrual cup adoption among women, particularly in developing nations like India. 

Despite the numerous benefits of menstrual cups, including environmental sustainability and improved hygiene, their adoption rates remain low. The research, published in the Journal of Social Marketing, explores how various perceived values impact women’s decisions to use menstrual cups.

The study, co-authored by Prof. Priyanka Sharma from IIM Lucknow, Dr. Rinku Sanjeev, and Smriti Shukla from Symbiosis Centre for Management Studies, Noida, and Symbiosis International (Deemed University), Pune, India, is titled “What Drives Women to Adopt Menstrual Cups? The Integration of Consumer Values and Theory of Planned Behaviour.” 

It delves into how functional, emotional, conditional, epistemic, and environmental values affect adoption decisions. The findings highlight that emotional values are particularly influential in shaping attitudes towards menstrual cup use. Additionally, factors such as price sensitivity, quality concerns, and environmental awareness play crucial roles in adoption intentions.

Prof. Priyanka Sharma noted, “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.”

Addressing the challenge of discussing menstrual health, a topic often considered taboo in Indian society, the researchers faced difficulties in data collection. Despite this, the study aligns with the UN Sustainable Development Goals—Goal 3 (Good Health and Well-being) and Goal 6 (Clean Water and Sanitation)—and contributes to societal development by advancing menstrual health knowledge.

The research’s insights are valuable for social marketers and policymakers. By highlighting the emotional and environmental benefits of menstrual cups, targeted marketing campaigns could encourage greater adoption. The study’s innovative use of the value-attitude-behaviour framework provides a deeper understanding of the barriers and motivators related to menstrual cup use and lays the groundwork for future research.