How to promote women's shift towards reusable feminine hygiene products: The application of push-pull-mooring model

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.