Exploring Feminine Hygiene Product Adoption: A Gynecologists’ Perspective in India. Application of the Theory of Planned Behavior (TPB) to Women’s Buying Behavior

Abstract

Purpose Feminine hygiene has emerged as a crucial topic of concern in recent years, with growing emphasis on the perspectives of medical professionals, particularly gynecologists. This paper sets out to study the feminine hygiene product adoption among women from gynecologists’ perspective using the theory of planned behavior (TPB) as a relevant and effective framework to study the behavioral tendencies of target audience. Methods Our research employs a qualitative approach, engaging in-depth interviews with 25 gynecologists. A semi-structured questionnaire guided these interviews, and they took place in settings chosen by the gynecologists themselves, such as private clinics or hospitals. The collected data was meticulously analyzed using thematic analysis. Findings Our study confirms the applicability of the TPB as a qualitative research tool. Furthermore, the results have contributed to the evolution and enhancement of the TPB model by incorporating additional influential variables. Notably, ‘comfort’ was identified as a significant factor influencing women’s attitude towards feminine hygiene, and beyond the TPB constructs, product knowledge was revealed to play a pivotal role in shaping women’s intentions to adopt feminine hygiene products. Practical Implication From a social marketing perspective, our study offers valuable insights for various stakeholders within the healthcare industry, policymakers, and product manufacturers. It highlights the urgency of normalizing the acceptance of feminine hygiene products, addressing unfamiliar advantages and disadvantages, and promote product efficacy. By adopting these strategies, stakeholders can better cater to women’s needs and enhance their overall health and well-being. Originality/Value This research makes a noteworthy contribution to the feminine hygiene literature by shedding light on the constructs that need to be integrated to understand women’s menstrual hygiene behavior comprehensively. This study has offered a wide range of understanding about feminine hygiene phenomenon from gynecologists’ perspective that has not yet been explored in any study. Additionally, we provide a robust theoretical framework for comprehending the feminine hygiene context, offering a foundation for further research and practical interventions.