What drives women to adopt menstrual cups? The integration of consumer values and theory of planned behaviour

Purpose This study aims to investigate the influence of consumer value on women’s attitudes towards their intention to adopt menstrual cups. Drawing on consumer value theory, the research seeks to provide an empirical investigation of value-attitude-behaviour, an extant exploration of value concept in behaviour. Design/methodology/approach Data for this study was collected through survey questionnaires administered to 304 Indian women and analysed using partial least squares structural equation modelling. Findings The study’s finding indicate that emotional values (EVs) significantly predict women’s attitudes towards their intention to use menstrual cups. In addition, the desire for knowledge, price and quality considerations and awareness of the environmental impact were also found to influence women’s attitudes towards their behavioural intention to adopt menstrual cups. Social implications This study contributes valuable empirical evidence supporting the importance of consumer values in shaping attitudes and behavioural intentions towards menstrual cups in a social marketing context. By understanding the role of EVs, social marketers can design more effective campaigns to encourage the adoption of menstrual cups. Promoting the sustainable aspects of menstrual cups, such as reduced environmental wastage, can further facilitate behaviour change among women. Originality/value This study demonstrates the value-attitude-behaviour framework, which has been a subject of very little research in the context of menstrual cup adoption in a developing country.