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The adverse environmental impacts of menstrual products are a significant concern because of their widespread use and non-biodegradability. With various global and regional initiatives on sustainability, there is now greater public awareness about environmental protection. This heightened awareness has resulted in the exploration of alternative methods to reduce waste, such as the development and use of sustainable menstrual products. This study aims to examine the factors that influence Indian women’s purchasing intention in relation to sustainable menstrual products. The study uses the Stimulus–Organism–Behavior–Consequence (SOBC) theory as the appropriate grounded theory to explain these determinants.

Cross-sectional data were collected from 720 women who have been using sustainable menstrual products. For analysing the model, the study performed structural equation modelling using AMOS.

The study’s results indicated that health consciousness, sustainability knowledge and environmental responsibility are positively associated with self-identity and mindfulness. Additionally, the study found that organism states have a positive impact on the purchase intention of sustainable menstrual products. Furthermore, there was a significant relationship observed between purchase intention and mindful consumption. The study also discovered significant positive relationships between satisfaction and key associations.

This study may be considered pioneering, as it establishes a connection between the usage of sustainable menstrual products and concepts such as mindfulness and mindful consumption.

Access to good menstrual products is a human rights concern. It is essential for normalising the life during menstrual cycles by making available all the resources necessary for managing them. Sustainable menstrual products are the novel products which can improve the women menstrual lifestyles and reduce the discomfort associated with menstruation. However, these products are not readily adopted by the women due to their perception resulting from various factors. Hence, this study aims to figure out these perceptions, which can promote and hinder the adoption of these products.

A survey was conducted for the purpose of data collection. The study uses questionnaire as a research instrument to gain an insight on women health beliefs towards sustainable menstrual products. Data was collected from the women respondents through convenience sampling. Structural equation modelling was applied to analyse the data.

The findings suggest that women with appropriate knowledge had a positive perception towards the sustainable menstrual products, further leading to positive behaviour. It was also noted that marketing efforts through cues to action had an impact on their behavioural patterns. The policymakers and the marketers can focus on such prospects to advocate the use of sustainable menstrual products so that healthcare is improved.

To the best of the authors’ knowledge, this is the first study that provides a comprehensive framework for analysing the impact of women health beliefs towards behaviour of sustainable menstrual products. The study adds meaningful insights to the sustainable menstrual literature.

Access to good menstrual products is a human rights issue. Yet, there are rising health concerns of women regarding traditional–plastic sanitary napkins. The usage of these products has raised apprehensions towards the environmental pollution due to the plastic content. The solution for both these issues lies in the sustainable menstrual products. As menstruation is a public health issue, this study aims to identify the role of health beliefs on attitude of women towards sustainable menstrual products.

A survey was conducted for the purpose of data collection. The study uses questionnaire as a research instrument to gain an insight on women health beliefs towards sustainable menstrual products. Data was collected from 527 women respondents through convenience sampling. SPSS and Smart-PLS 4 were used for analysing the data.

Results of the study indicate that all the health belief perceptions had a significant impact on attitude. Women with more positive health belief and less negative health beliefs are the potential consumers for sustainable menstrual products.

To the best of the authors’ knowledge, this the first study that uses health belief model to explore and add to the menstruation literature especially sustainable menstrual hygiene.

This all-inclusive bibliometric study aims to highlight the importance and shift of the researchers and the society towards the sustainable menstrual products (SMPs). This study also provides insights for this taboo topic which needs to be addressed for improving the menstrual hygiene of women.

This study adopts a trio of systematic literature review, bibliometric analysis and content analysis of the research articles taken from the SCOPUS database. The influential journals, authors and countries were established with the bibliometric analysis. Most prestigious research articles were identified based on the page-rank analysis. The intellectual structure was established with bibliographic coupling through which various themes were identified. For the content analysis, thematic mapping and author keyword analysis was performed to gain deeper understanding of themes.

It was established that the taboo yet novel research domain of SMPs is a necessary step towards the improvement of hygiene of women as well as the economy. The products are here to stay making them a Classic; hence, more research normalizing their usage is necessary. From this analysis, research gaps providing directions to the researchers were identified.

To the best knowledge of the authors, this is the first study that provides a comprehensive review of the SMPs. The research methodology applied in this review involves the triad of systematic literature review, bibliometric and content analyses study that establishes an intellectual structure and provides an all-inclusive overview of this taboo research area.

The purpose of this paper is to investigate the practices that start-ups in emerging economies can implement to design circular economy business models and how they can create and capture value from a circular economy business model.

The paper adopts a qualitative case method approach with semi-structured interviews with start-up founder promoters, its employees, its beneficiaries and its customers, conducted in two local Indian start-ups engaged in the manufacture of products and providing services that promote adoption of circular economy principles.

Analysis of the two business models reveals common patterns in building value proposition. The findings suggest that start-up ventures adopt an iterative approach to produce reusable and interlinked products and co-create with customers, vendors and local communities. They adopt mechanisms that can create, deliver and capture value while maintaining economic viability, and thus contribute towards micro- and macro-level benefits.

This study maximizes the depth of the phenomenon under investigation by leveraging case study methodology. Future research opportunities could be found in quantitative studies to increase the generalizability of the findings of this paper.

The paper presents a theoretical model linking the circular business model design and deployment mechanisms that can be used by start-up entrepreneurs desirous of embracing circular economy principles and thus contribute towards environmental, economic and developmental goals in emerging economies.

To accelerate the transition of adoption of circularity principles in emerging markets, start-up ventures could adopt circular business models that contribute towards achieving positive behavioural change. This can be achieved by integrating with different stakeholders in the value network such that they play a vital role in the process of value creation and delivery and benefit from the value captured.

An interdisciplinary approach that integrates the research streams of circular economy, and business model design has been pursued to identify the design and deployment mechanisms adopted in the circular business models of start-ups in real-world emerging economies’ context.

The menstrual health and menstrual hygiene management (MHM) of incarcerated women remains relatively low on the agenda of public health interventions globally, widening the inequitable access of incarcerated women to safe and readily available menstrual health products (MHP). The COVID-19 pandemic has adversely impacted on the MHM gains made in various development sectors in the global North and South, through its amplification of vulnerability for already at-risk populations. This is especially significant to developing countries such as South Africa where the incarcerated female population are an often-forgotten minority.

This viewpoint highlights the ignominious silence of research and policy attention within the South African carceral context in addressing MHM. The ethical and political implications of such silences are unpacked by reviewing international and local literature that confront issues of inequality and equitable access to MHP and MHM resources within incarcerated contexts.

Structural inequalities in various contexts around the world have exacerbated COVID-19 and MHM. Within the prison context in South Africa, women face multiple layers of discrimination and punishment that draw attention to the historical discourses of correctional facilities as a site of surveillance and discipline.

This study acknowledges that while this viewpoint is essential in rising awareness about gaps in literature, it is not empirical in nature.

The authors believe that this viewpoint is essential in raising critical awareness on MHM in carceral facilities in South Africa. The authors hope to use this publication as the theoretical argument to pursue empirical research on MHM within carceral facilities in South Africa. The authors hope that this publication would provide the context for international and local funders, to assist in the empirical research, which aims to roll out sustainable MHP to incarcerated women in South Africa.

The authors believe that this viewpoint is the starting point in accelerating the roll out of sustainable MHP to incarcerated females in South Africa. These are females who are on the periphery of society that are in need of practical interventions. Publishing this viewpoint would provide the team with the credibility to apply for international and national funding to roll out sustainable solutions.

It is hoped that the gaps in literature and nodes for social and human rights activism highlighted within this viewpoint establish the need for further participatory research, human rights advocacy and informed civic engagement to ensure the voices of these women and their basic human rights are upheld.

This study aims to explore whether socio-economic factors determine the level of menstrual knowledge and perceptions of schoolgirls in Bangladesh. The aim of this study is to understand how knowledge and perceptions vary with variations in the different socio-economic factors in a schoolgirl’s life such as place of residence, religion, age, grade, parents’ education, parents’ occupation, family income and even family size.

Data were collected from four schools (two in urban areas and two in rural areas). A total of 450 schoolgirls from grades V–X were interviewed to examine how knowledge and perceptions varied with different socio-economic aspects. Multiple logistic regression models were used to measure the associations between various socio-economic variables and perceptions of and knowledge about menstruation.

Respondents from urban areas were 4.75 times more likely and those 14–16 years old were two times more likely to report higher levels of knowledge about menstruation compared to their counterparts. Based on the father’s occupation, respondents whose father was engaged in a professional occupation were 1.983 times more likely to have a higher level of knowledge on menstruation compared to those whose fathers were in an unskilled profession. Similarly, the odds of positive perceptions on menstruation were 1.456 and 1.987 times higher, respectively, among respondents living in urban areas and those 14–16 years old, compared to their counterparts.

This study provides evidence that different socio-economic and even demographic factors are important in the development of menstrual knowledge and perceptions. Policy formulation and development actions related to adolescent girls’ physical and reproductive health development need to consider these factors in Bangladesh and in other developing countries, where poor knowledge and perception related to menstruation are hindering girls’ mental and physical development. This is expected that better knowledge and perception will facilitate girls’ right to have better health and social lives.

The learning outcomes of this study are as follows:▪ to explain the marketing of products that fall under “stigmatised” products;▪ to develop a multi-segmentation strategy and identify variables used in segmentation;▪ to identify the target segments;▪ to draw a value proposition canvas;▪ to construct positioning statements; and▪ to decide the product portfolio based on segmentation, targeting and positioning (STP).

This case considers the dilemma faced by Deep Bajaj, CEO of Sirona Hygiene Pvt. Ltd., a company in the female menstrual and intimate hygiene products space, in May 2021. During an investor meeting, an investor questions Sirona’s focus on menstrual cups (MCs) and advises Deep to expand instead the sanitary pads category. While the company has been growing at more than 100% year-on-year and has also been profitable for the last three years, the case considers how Deep can better participate in the bull run in the Indian menstrual hygiene market. Should he discard menstrual cups from Sirona’s product portfolio and concentrate on sanitary pads – India’s most highly accepted menstrual hygiene product? Alternatively, should he discard sanitary pads from his product portfolio and focus on MCs – his flagship product? Or, could he tap the large and growing menstrual hygiene market to “have his cup and pad too”?

This case is suitable for a class of 90 min in an undergraduate course or an extended session of two 90-min classes in a graduate MBA course. It can be studied as part of the STP module in a Marketing Management course. It may also be used in a strategic management course within a graduate MBA program to provide an understanding of the value proposition canvas as part of the module on business model canvas.

Teaching notes are available for educators only.

CSS 8: Marketing.

Menstruation poses psycho-physiological challenges globally due to a lack of awareness, unhygienic practices and social stigma. This paper aims to assess the existing body of research on menstrual health and hygiene (MHH) worldwide.

This study focuses on seminal works published in the Scopus Database from 1946 to 2023 for extensive bibliometric analysis, involving 756 bibliographic records analyzed through Biblioshiny and VOSviewer software. The authors use thematic analysis to identify core research themes and sub-themes, coupled with a critical review of the most highly cited articles within each thematic category.

The research into MHH has consistently grown since 2010, with a notable surge in the past five years. Among all countries, the USA emerges as the most active contributor, boasting the highest number of publications and citations. In terms of organizations, The London School of Hygiene and Tropical Medicine takes the lead with 54 articles. Further, PLOS ONE and Waterlines were the most productive and influential journals, respectively. The thematic analysis identifies key research foci, including tampons, menstrual health, sanitation, hygiene and bleeding.

Further research could be initiated in areas of menstrual education and awareness, menstrual product safety and effectiveness and menstrual disorders and treatments to address the concerns especially encountered by women from developing countries.

This research provides a comprehensive analysis of 77 years of MHH research, offering valuable insights into key areas of concern and guiding future research directions, ultimately addressing critical global health challenges.

The purpose of this study is to examine the socio-economic inequalities that exist in the use of unhygienic menstrual practices in India and its states, as well as to identify the contribution of various socio-economic factors that leads to these inequalities.

Data from the National Family Health Survey-5 (2019–21) for 240,285 menstruating women aged 15–24 years is used to examine the above objectives. The concentration index for unhygienic menstrual practices is calculated to measure the socio-economic inequalities, which are then decomposed into their determining factors.

The state of Punjab experiencing the highest level of economic inequality, followed by Telangana and Haryana. The results from decomposition analysis suggest that rural residence (13%), illiteracy (7%), poor economic status (53%), not reading newspaper (12%) and not watching TV (14%) contribute 99% to the total socio-economic inequality in using unhygienic menstrual practices in India. The contribution of economic status to total inequalities is more in all the states except for Kerala and Mizoram, where caste and residence play an important role.

This paper signifies the role of economic inequality in the use of unhygienic menstrual practices in India as well as the contribution of various socio-economic factors contributing towards these inequalities. The results from decomposition analysis suggest the need for unique health intervention strategies for different states following the evidence of major contributions to total inequalities in the use of unhygienic menstrual practices.