Towards Sustainability: What Drives Female College Students’ Intention to Adopt Menstrual Cups- A PLS SEM NCA Approach
DOI:
https://doi.org/10.54536/ajee.v5i1.6731Keywords:
Menstrual Cups, Sustainability, Theory of Planned Behaviour, Usage IntentionAbstract
This study investigated the effect of various drivers on female students’ menstrual cup usage intention using an extended TPB framework. Environmental concern and perceived benefits were considered as additional variables. A sample of 258 female respondents was collected using a quantitative, cross-sectional, convenient sampling strategy. The data were analysed using the PLS-SEM technique with the NCA approach. The results demonstrate that attitudes, perceived behavioural control, environmental concern, and perceived benefits positively influence female students’ menstrual cup usage intentions. However, subjective norms did not have a positive impact on usage intention. Additionally, the NCA results confirmed that attitude and perceived benefits are essential for achieving the desired outcomes. This study explored the effects of various dimensions of usage intention for menstrual cups using an integrated PLS SEM-NCA approach. The outcomes of this study contribute to sustainable consumption behaviour, both theoretically and practically. Therefore, policymakers, environmental authorities, marketers, practitioners, and other stakeholders can use this information to enhance the intention to use sustainable hygiene products.
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