Purpose This case-based research aims to explore how a social entrepreneur (Rutu Enterprises) has successfully changed the behaviour of customers towards sustainable menstruation management options using the lens of Health Belief Model (HBM). This study additionally explores the role of training as a variable in HBM to bring about a desired change in behaviour. Design/methodology/approach Data for this research has been collected through multiple in-depth interviews with founder and her team at Rutu Enterprises, existing customers of Rutu Enterprises, field visits to awareness sessions and repository data of Rutu Enterprises. Findings This study’s findings indicate one of the primary reasons that customers decided to buy or were able to continue using the product of Rutu Enterprises, which was that all their queries got addressed during the training sessions. This research explores the role of demographics in adopting the sustainable menstruation management products. In addition, this research highlights the perceived barriers and benefits associated with the adoption of sustainable menstruation management product. Rooted in HBM, this research brings out the role of training sessions and its relation with self-efficacy to bring out desired behaviour change in the context of Rutu Enterprises. Practical implications The current research attempts to bridge the gap between social marketing theory and practice by helping social entrepreneurs; organisations focusing on social, humanitarian or environmental issues; policymakers identify the various issues which are impeding the behaviour change of the target audience and adopt training and one-on-one guidance to bring out necessary behaviour change. Originality/value Rooted in HBM, this research brings out the role of training sessions and its relation with self-efficacy to bring out desired behaviour change in the context of Rutu Enterprises.
Joyee Chatterjee (Wed,) studied this question.