Sustainable Periods-Motivations, Barriers And Environmental Impact

Abstract

Today, menstrual waste is a growing environmental concern, generating substantial non-biodegradable refuse that challenges waste management systems and contributes to environmental pollution. While menstrual waste cannot be eliminated, its volume and environmental impact can be significantly reduced through the use of reusable menstrual products like Menstrual Cups (MC). The present study delves into the motivations behind women's adoption of menstrual cups in India, and its impact on the environment, seeking to understand the factors driving this shift from Other Menstrual Products (OMP). Grounded in Self-Determination Theory (SDT), data from 39 Indian women was collected through semi-structured interviews and analyzed using NVivo 15 software. Findings reveal both Intrinsic Motivations (IM) and Extrinsic Motivations (EM) driving MC adoption. The study also identifies various reasons, such as discomfort or inadequate sanitation facilities, as reasons for re-switching to OMP. Theoretical and managerial implications are discussed, offering brands a nuanced understanding of women's motivations and reasons for switching and re-switching between OMP and MC. These findings can provide valuable insights for policymakers, environmental advocates, industry professionals, marketers, and researchers in promoting sustainable menstruation and responsible consumer choices.