Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Sharma, Vinod; Poulose, Jeanne; Mahajan, Yogesh; Kapse, Manohar Title A name given to the resource EcoFlow choices: factors influencing sustainable menstrual hygiene product decisions Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Cogent Business and Management;Volume;13;Issue;1;Article No.;2614363; Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1080/23311975.2026.2614363" target="_blank" rel="noreferrer noopener">https://doi.org/10.1080/23311975.2026.2614363</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105027855255?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105027855255?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Sharma V., Symbiosis Centre for Management &amp; 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 &amp; Human Resource Development, Symbiosis International (Deemed University), Pune, India; Kapse M., Jaipuria Institute of Management, Indore, India Description An account of the resource 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 &amp; Francis Group. Subject The topic of the resource affect, behaviour, and cognition (ABC); buying behaviour; eco-friendly menstrual hygiene; Sustainable Development Goals (SDGs); sustainable menstrual ways; Womens health Publisher An entity responsible for making the resource available Cogent OA Relation A related resource ISSN: 23311975; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource All Open Access; Gold Open Access; Green Open Access Format The file format, physical medium, or dimensions of the resource online