How to Promote Women’s Shift Towards Reusable Feminine Hygiene Products: The Application of Push-Pull-Mooring Effect Model

IF 9.7 1区 环境科学与生态学 Q1 ENGINEERING, ENVIRONMENTAL Journal of Cleaner Production Pub Date : 2024-11-13 DOI:10.1016/j.jclepro.2024.144223
Smriti Shukla, Rinku Sanjeev
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Abstract

The growing environmental concern has promoted the global shift towards sustainable consumption, leading to the focus on reusable products. While extant literature has delved into the purchase intention of feminine hygiene products, it has often disregard the intentions behind women switching to reusable alternatives. To address this gap, the present research explores the drivers addressing women's intention to switch from disposable products to reusable options like menstrual cups and cloth pads. By utilizing non-probability purposive sampling, the study applies the Push, Pull, and Mooring (PPM) model to a sample of 386 women aged 18 to menopause. Theoretical insights from this research inform women's predisposition towards adopting reusable feminine hygiene products. Empirical findings identify pricing benefits as a significant pull factor along with women's positive attitude to switch. It also indicates that push factors have a lower impact on switching intention than pull and mooring factors. The findings underscore the potential for marketers to plan for a green transition by improving the design of sales strategy. This also provides a reference for the execution of government policies to promote the adoption of reusable feminine hygiene products to lower environmental wastage.
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如何促进妇女转向使用可重复使用的女性卫生用品?推拉效应模型的应用
对环境问题的日益关注促进了全球向可持续消费的转变,从而引发了对可重复使用产品的关注。虽然现有文献对女性卫生用品的购买意向进行了深入研究,但往往忽视了妇女转向可重复使用替代品背后的意图。为了弥补这一不足,本研究探讨了女性从一次性产品转向可重复使用产品(如月经杯和布垫)的意向驱动因素。通过采用非概率目的性抽样,本研究对 386 名年龄在 18 岁至更年期的女性样本应用了推力、拉力和停泊(PPM)模型。这项研究的理论见解为妇女采用可重复使用的女性卫生用品提供了依据。实证研究结果表明,价格优惠是一个重要的拉动因素,同时也是女性对更换产品的积极态度。研究还表明,与拉动因素和停泊因素相比,推动因素对转换意向的影响较小。研究结果强调了营销人员通过改进销售策略设计来规划绿色转型的潜力。这也为政府政策的执行提供了参考,以促进采用可重复使用的女性卫生用品,减少环境浪费。
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来源期刊
Journal of Cleaner Production
Journal of Cleaner Production 环境科学-工程:环境
CiteScore
20.40
自引率
9.00%
发文量
4720
审稿时长
111 days
期刊介绍: The Journal of Cleaner Production is an international, transdisciplinary journal that addresses and discusses theoretical and practical Cleaner Production, Environmental, and Sustainability issues. It aims to help societies become more sustainable by focusing on the concept of 'Cleaner Production', which aims at preventing waste production and increasing efficiencies in energy, water, resources, and human capital use. The journal serves as a platform for corporations, governments, education institutions, regions, and societies to engage in discussions and research related to Cleaner Production, environmental, and sustainability practices.
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