Factors Influencing Reusable Menstrual Products with Focus on Taboo and Planned Behavior Theory

The decision to switch to reusable menstrual products is influenced by a complex interplay of factors. Here’s how menstruation taboo and the Theory of Planned Behavior (TPB) can help us understand female consumers’ intentions:

Menstruation Taboo:

• Negative Perceptions: The stigma around menstruation can create a barrier to exploring reusable products. Concerns about hygiene, leakage, and discomfort might be amplified by societal silence.
• Limited Knowledge: Lack of open discussion can lead to misinformation and fear. Consumers might not be aware of the benefits and proper use of reusable options.

Theory of Planned Behavior (TPB):

TPB suggests that intention to perform a behavior (purchasing reusable products) is influenced by three factors:

• Attitude: This refers to a person’s overall evaluation of the behavior. Positive attitudes towards sustainability, health benefits, and cost-effectiveness can encourage a switch.
• Subjective Norm: This reflects the perceived social pressure to use reusables. Seeing friends, family, or influencers openly discussing them can normalize the practice and encourage adoption.
• Perceived Behavioral Control: This refers to the perceived ease or difficulty of using reusables. Concerns about learning curve, cleaning, and managing them in public spaces can hinder purchase intentions.

The Intersection:

• Taboo and Attitude: Open communication can dispel myths and promote a positive attitude towards reusable products, emphasizing their hygiene, comfort, and environmental benefits.
• Taboo and Subjective Norm: Normalizing menstruation discussions can create a sense of community and acceptance, making reusable products seem less ostracized and more socially acceptable.
• Taboo and Perceived Behavioral Control: By addressing practical concerns through clear information and guidance on usage, cleaning, and discretion, the perceived difficulty of using reusables can be reduced.

Additional Factors:

• Price: While cost-effective in the long run, the initial investment in reusable products can be a barrier.
• Product Availability: Easy access to a variety of options in stores and online marketplaces can encourage trial and adoption.
• Marketing and Branding: Marketing campaigns that address the taboo, highlight benefits, and promote a positive image of reusable products can influence purchase decisions.

Understanding these factors can help brands and policymakers develop strategies to overcome the menstruation taboo and encourage the adoption of reusable menstrual products. This can involve:

• Destigmatizing Menstruation: Educational campaigns and open discussions can normalize menstruation and counter negativity.
• Promoting Role Models: Featuring diverse women who use reusable products can create positive social pressure and inspire others.
• Addressing Practical Concerns: Providing clear information on usage, cleaning, and discretion can ease anxieties about using reusables in everyday life.
• Developing Affordable Options: Offering a range of products at different price points can make reusables more accessible to a wider audience.

By tackling the taboo and making reusable menstrual products a more attractive and accessible option, women can make informed choices about their health and the environment.