IIM Lucknow study key elements about adoption of menstrual cups

The Indian Institute of Management (IIM) Lucknow conducted a study to discover the issue of low menstrual cup adoption rates in developing countries, especially India even when it has numerous benefits.

The findings of the research have been published, in the Journal of Social Marketing. It is a paper co-authored by the Prof. Priyanka Sharma, Department of Marketing at IIM Lucknow. And other contributors being, Dr Rinku Sanjeev and Smriti Shukla from Symbiosis Centre for Management Studies, Noida and Symbiosis International (Deemed University), Pune, India.

The research paper is titled as “What drives women to Adopt Menstrual Cups? The integration of consumer values and Theory of planned behaviour,” The research discovers several factors which influence women’s intention to adopt menstrual cups. It focusses on how perceived values-functional, emotional, conditional, environmental and epistemic impact the adoption decisions.

The findings show that emotional factor plays a important role in shaping women’s attitude towards menstrual cup adoption. Moreover, factors such as the desire for knowledge ,sensitivity, price, quality considerations and environmental awareness greatly influence adoption intentions.  

Addressing the importance of this research, Professor Priyanka Sharma said, "Adopting menstrual cups in India can revolutionise feminine hygiene by promoting health, comfort, and environmental sustainability, reducing waste and infection risks for millions of women. It is a vital step toward empowering women with safer, eco-friendly choices. Prioritising menstrual health is key to fostering well-being and dignity for women across the nation."

One of the significant challenges of this study was to address a topic that is often considered taboo in Indian society. Women are generally uncomfortable discussing menstrual health. Which makes data collection difficult. However, as the research underscores, menstrual health is critical not just for individual well-being, but for larger societal development. It aligns with the UN Sustainable Development Goals- Goal 3 (Good Health and Well-being) and Goal 6 (Clean Water and Sanitation). The study contributes to these global objectives by paving the way for both theoretical and practical advancements in menstrual health.IIM Lucknow consistently thrives towards positive social change.