EcoFlow choices: factors influencing sustainable menstrual hygiene product decisions
affect, behaviour, and cognition (ABC); buying behaviour; eco-friendly menstrual hygiene; Sustainable Development Goals (SDGs); sustainable menstrual ways; Womens health
This study examines how knowledge and emotional response (affect) influence consumer buying behaviour toward eco-friendly menstrual hygiene products, with a particular focus on the mediating role of affect. A cross-sectional design was employed, and data were collected via an online survey of 356 urban Indian women using purposive sampling. Data were analysed using Structural Equation Modelling (SEM) with SPSS (v25) and AMOS (v24). The results reveal that both knowledge and affect significantly shape purchasing decisions. However, affect exerts a stronger influence than knowledge alone. Importantly, affect also mediates the relationship between knowledge and buying behaviour, underscoring the critical role of emotional engagement in promoting sustainable consumer choices. These findings suggest that marketing strategies should not only aim to inform consumers but also foster positive emotional connections with eco-friendly products. The study offers meaningful contributions to the field of green consumer behaviour and carries important implications for sustainability-driven marketing practices. It supports the goals of the United Nations Sustainable Development Agenda, particularly SDG 3 (Good Health and Well-being) and SDG 12 (Responsible Consumption and Production), by highlighting how promoting eco-friendly menstrual hygiene products can reduce environmental impact and support womens health. This research provides insightful implications for policymakers, marketers, and sustainability advocates to guide sustainable consumption behaviour among people. 2026 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
Sharma, Vinod; Poulose, Jeanne; Mahajan, Yogesh; Kapse, Manohar
Cogent Business and Management;Volume;13;Issue;1;Article No.;2614363;
All Open Access; Gold Open Access; Green Open Access
https://doi.org/10.1080/23311975.2026.2614363 https://www.scopus.com/pages/publications/105027855255?origin=resultslist
Sharma V., Symbiosis Centre for Management & Human Resource Development, Symbiosis International (Deemed University), Pune, India; Poulose J., School of Business and Management, CHRIST (Deemed to be University), Delhi-NCR, India; Mahajan Y., Symbiosis Centre for Management & Human Resource Development, Symbiosis International (Deemed University), Pune, India; Kapse M., Jaipuria Institute of Management, Indore, India