S. Vishnu Sharma
IIM Lucknow faculty conducted a recent study that tackles the critical issue of low menstrual cup adaption 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 Prof. Priyanka Sharma, Department of Marketing, IIM Lucknow, alongside Dr. Rinku Sanjeev and Ms. Smriti Shukla from Symbiosis Centre for Management Studies, Noida, and Symbiosis International (Deemed University), Pune, India.
Title
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, say sources from IIM Lucknow.
Importance
Prof Priyanka Sharma of IIM Lucknow highlighted the importance of the research.
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, said Prof Priyanka Sharma of IIM Lucknow.
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, said Prof Priyanka of IIM Lucknow.
Challenges
One of the major challenges of this study was addressing a topic that is often considered taboo in Indian society, say sources from IIM Lucknow.
Women are generally uncomfortable discussing menstrual health, making data collection difficult, say sources from IIM Lucknow.
However, as the research underscores, menstrual health is critical not just for individual well-being, but for larger societal development.
It also aligns with the UN Sustainable Development Goals—Goal 3 (Good Health and Well-being) and Goal 6 (Clean Water and Sanitation), say sources from IIM Lucknow.
The study contributes to these global objectives by paving the way for both theoretical and practical advancements in menstrual health, say IIM Lucknow researchers.
Insights
The insights gained from this research can be instrumental for social marketers and policymakers aiming to promote menstrual cup usage.
By emphasizing the emotional value of menstrual cups and showcasing their sustainable benefits, such as reducing environmental waste, marketing campaigns can be designed to encourage more women to make the switch.
Value-Attitude-Behavior
What sets this research apart is its application of the value-attitude-behaviour framework, an area that has seen limited exploration concerning menstrual cup adoption in developing countries.
This innovative approach not only enhances understanding of the barriers and motivators associated with menstrual cup use but also provides a solid foundation for future studies in this critical field.
Dedication
IIM Lucknow is dedicated to fostering research that addresses societal challenges and contributes to positive change. This study represents a significant step toward increasing awareness and acceptance of menstrual cups among women in India, ultimately promoting better health and environmental sustainability.
About IIM Lucknow
Indian Institute of Management Lucknow, established in 1984, is the fourth in the prestigious IIM family of management schools to be established in India after IIM Calcutta, IIM Ahmedabad, and IIM Bangalore.
In 2005, IIM Lucknow expanded its area of influence in the realm of management education by becoming the first IIM to set up a satellite campus exclusively for Executive Education at NOIDA in Delhi NCR region.
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IIM Lucknow is accredited by AACSB and AMBA while its EQUIS Accreditation is ongoing. The institute features in the prestigious FT -100 Top Global Business schools for both the 2-year Flagship PGP program and One-year IPMX Program.
It is also consistently ranked amongst top business schools in the NIRF Rankings. IIM Lucknow was the first IIM to start a 2-year full time MBA program in Sustainable Management 10 years back.
It also has a long-standing full-time MBA program in Agri Business Management. Throughout its last 40 years’ journey IIML has touched millions of lives through its academic programs, executive education programs, research, and consulting.
The centres for excellence at IIML including the Centre for Public Policy, Centre for Food and Agribusiness Management, Centre for Business Sustainability, Centre for Marketing in Emerging Economies, to name a few, regularly carry out evidence-based research and interventions in public policy and management practice.
Faculty of IIM Lucknow also feature in top 2% of global scientists for research output and impact.
The alumni of IIM Lucknow now occupy top positions in the world of business, public policy and in several other fields.
Situated in a city known for its cultural heritage, the campus is spread over more than 190 acres of beautifully landscaped area.
With its foundation in the city of “Tehzeeb”, IIM Lucknow inculcates human values and professional ethics in the students to help them make a positive impact not just on the nation but on a global platform.
IIM Lucknow has an ideal setup conducive to learning, accessibility and excellence.