Price sensitivity, quality, and environmental awareness play a significant role in shaping women's attitudes toward menstrual cup adoption in India, according to a study by researchers at the Indian Institute of Management (IIM) Lucknow, on Tuesday.

The study, published in the esteemed Journal of Social Marketing, investigates the various factors influencing women's intentions to adopt menstrual cups. Focusing on how perceived values -- functional, emotional, conditional, epistemic, and environmental -- impact adoption decisions, the team surveyed 304 women.