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Promoting menstrual cups as a sustainable alternative: a comparative study using a labeled discrete choice experiment

Author

Listed:
  • Sitadhira Prima Citta

    (Ritsumeikan University)

  • Takuro Uehara

    (Ritsumeikan University)

  • Mateo Cordier

    (CEARC - Cultures, Environnements, Arctique, Représentations, Climat - UVSQ - Université de Versailles Saint-Quentin-en-Yvelines - CNRS - Centre National de la Recherche Scientifique, Université Paris-Saclay)

  • Takahiro Tsuge

    (Kanagawa University)

  • Misuzu Asari

    (Kyoto University)

Abstract

Plastic pollution is a global issue that endangers both human health and the ecosystem. Although interest in sustainable alternatives to single-use plastics has grown, their adoption has been insufficient, and menstrual products are no exception. Disposable menstrual products, such as sanitary napkins, continue to dominate over sustainable options like menstrual cups (MCs). Although studies on women's perceptions and attitudes toward menstrual hygiene management have abounded, there is a lack of research on the development of promotional strategies for sustainable menstrual products. This study aims to fill this research gap by investigating consumers' decision-making process in the face of a real-life option regarding menstruation products. In this comparative study, we conducted a labeled discrete choice experiment on consumers in Japan ( n = 1,929), Indonesia ( n = 2,031), and France ( n = 2,067) to reveal their preferences for sanitary napkins, tampons, and MCs. The respondents from each country were divided into three groups (one control group and two treatment groups with information provided). The results showed that in all countries, the information regarding the cost-effectiveness of MCs (i.e., per-use cost) was unequivocally significant, whereas information about their health and environmental benefits was not. Access to free MCs can contribute to their adoption and alleviation of period poverty in all countries, with a relatively moderate acceptance in Japan. The results also showed variations across countries in consumer characteristics (attitude toward menstruation, innovation-friendliness, and green consumption) and the use and perceptions of MCs. Hence, tailored promotional strategies should be considered for each market.

Suggested Citation

  • Sitadhira Prima Citta & Takuro Uehara & Mateo Cordier & Takahiro Tsuge & Misuzu Asari, 2024. "Promoting menstrual cups as a sustainable alternative: a comparative study using a labeled discrete choice experiment," Post-Print hal-04625228, HAL.
    • Handle: RePEc:hal:journl:hal-04625228
    DOI: 10.3389/frsus.2024.1391491
    Note: View the original document on HAL open archive server: https://hal.science/hal-04625228v1
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    References listed on IDEAS

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    1. Martinho, Graça & Pires, Ana & Portela, Gonçalo & Fonseca, Miguel, 2015. "Factors affecting consumers’ choices concerning sustainable packaging during product purchase and recycling," Resources, Conservation & Recycling, Elsevier, vol. 103(C), pages 58-68.
    2. Boyd, James & Krupnick, Alan, 2009. "The Definition and Choice of Environmental Commodities for Nonmarket Valuation," RFF Working Paper Series dp-09-35, Resources for the Future.
    3. Emily Oster & Rebecca Thornton, 2011. "Menstruation, Sanitary Products, and School Attendance: Evidence from a Randomized Evaluation," American Economic Journal: Applied Economics, American Economic Association, vol. 3(1), pages 91-100, January.
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    More about this item

    Keywords

    Plastic; Menstrual cup; consumer; discrete choice experiment; period poverty; sanitary napkin; Tampon;
    All these keywords.

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