Taboo in consumption: Social structure, gender and sustainable menstrual products

Abstract

Although consumption taboos are prevalent in everyday life, consumer research interest in the topic remains scant and focuses mostly on taboo products. This research moves by focusing on taboo persons and explores how barriers are presented in consumption choices for such individuals. A qualitative research design was used in the study and in‐depth interviews were conducted with 31 women from middle and upper income classes who showed an inclination to purchase sustainable menstrual products (SMPs). This study analyses how the intimate and private consumption of SMPs gets transformed into a complex socially embedded consumption choice. The study explores how and why a social structure steeped in symbolic violence towards menstruating women constrains the consumption of SMPs. Disillusioned by patriarchal subordination, the women preferred to respect boundaries and maintain stability in their life. Despite their socialization and engagement in several sustainable consumption decisions prior to the consideration of SMPs, these women exhibited a lack of agency as they could not transgress orthodox gender boundaries even as their choice reinforced prevailing social inequalities. They sought to conform to the gendered habitus instead of engaging in an act of defiance. This act of self‐restraint, however, results in tensions as the women try to legitimize a consumption choice which is inconsistent with their attitude towards sustainable consumption. The study discusses the consequences of the new restrictions faced by the women as they reframe concerns about the environment and justify their choice.

Menstrual Health: What Have We Learned?

“…(2016) 10 in their research, Prevalence of premenstrual syndrome and premenstrual dysphoric disorder among college students of Bhavnagar, Gujarat done a cross sectional study in five college in Bhavnagar. Girls were analysed sociodemographic data and concluded Prevalence of PMS among college students is similar to other studies from Asia Sustainable Menstrual Practices Meenakshi, N. (2020)6 in the research article, Taboo in consumption: Social structure, gender and sustainable menstrual products explored taboos and barriers in consumption choices for sustainable menstrual product. Using qualitative research design the researcher analysed this behavioural pattern.…”

When sustainability backfires: A review on the unintended negative side‐effects of product and service sustainability on consumer behavior

“…Sustainable brands also elicit risk perceptions, especially about price (Kang & Kim, 2013; Sadiq et al, 2021) and contamination, including fear of disease transmission (Meenakshi, 2020; Meng & Leary, 2021). Contamination risk is particularly detrimental to foods (Monnot et al, 2019): for instance, rescue‐based food can elicit the imagery of waste, spoilage, or deformation of food (de Visser‐Amundson et al, 2021).…”

“…To cope with stereotypes and denigration, consumers reduce their willingness to demonstrate their moral virtue: they tend to avoid or delay their sustainable choice to limit distress and prefer suboptimal choices (Becker, 2021). Consumers experience a reduction in post‐choice confidence, or use sustainable products secretly to avoid embarrassment, shame, or disapproval, and, in some cases, abandon their sustainable activities (Antonetti & Maklan, 2014; Carrero et al, 2020; Meenakshi, 2020). Unsustainable consumers also compromise their own subsequent choices (Zane et al, 2016): when consumers compare themselves with more ethical consumers and denigrate them, they ultimately become less committed to their own ethical values, which decreases the likelihood of them consuming sustainable brands in the future.…”

“…First, a stream of research emerged from our review that is explicitly concerned with consumer emotions towards companies selling sustainable products. These emotional reactions are diverse and complex (Antonetti & Maklan, 2014), ranging from disgust to frustration and distress (Luchs et al, 2012; Meenakshi, 2020). Studies exploring consumer negative emotions focus predominantly on environmental issues.…”

Significance of Education for Sustainable Menstrual Hygiene Management Practices: A rapid review

“…Through this initiative, sustainable menstrual hygiene kits are provided to women when they come to attend menstrual education talks. Every kit contains six washable, reusable pads, underwear, two panty liners, a washcloth, two safety pins, a soap, and laundry detergent [27]. Jatan Sansthan, an NGO from Rajasthan, claims to have pioneered stitched cloth pads named 'Uger pads' in India [28].…”