She can bleed economically and hygienically: an empirical study of customers’ attitudes and intention to use reusable menstrual products (RMPs)

Purpose Demystifying the “Green gap” in menstruation care is the aim of this study. This research offers a strategic path for transforming RMPs from a niche sustainable option to a mainstream health necessity by reorienting the focus from environmental altruism to human economic and hygienic value. Design/methodology/approach The study uses a cross-sectional survey design and a quantitative methodology to investigate the factors influencing the usage of reusable menstrual products (RMPs). The approach, which is based on Rogers’ Innovation Diffusion Theory (IDT), evaluates the relationships between innovation attributes and customers’ intention to use through a path-analytical model. The research addresses cultural sensitivities in menstrual health discourse and ensures high response validity by employing an offline data-gathering technique. Findings The results emphasize a nontraditional dissemination pattern for RMP adoption. Complexity, especially for menstrual cups, is a significant functional barrier, whereas relative advantage and compatibility provide the incentive to move. Notably, the nonsignificance of observability demonstrates that internalized attitudes, developed through awareness and education rather than visual signals, drive social influence for forbidden health items. The study’s emphasis is on sanitary and economic utility as the main factors influencing consumer intention to use. Originality/value The research innovatively examines RMPs as a taboo innovation through the lens of IDT. This study distinguishes itself by focusing on economic ROI and hygienic safety rather than solely on environmental benefits. In addition, it highlights the nonsignificance of observability in private health contexts, challenging conventional diffusion model assumptions and suggesting new strategies for the usage of stigmatized sustainable products.