Predicting Intentions to Use Menstrual Cups Using an Extended Theory of Planned Behavior Model

Plastic pollution is a global environmental crisis that poses a huge threat to the health of people and marine ecosystems worldwide, and one approach that can help address this crisis is green consumption. Given that menstruating people use a significant amount of sanitary pads that are made of plastic in their lifetime, the use of menstrual cups for sanitary protection can significantly reduce plastic wastes. This study developed an extended Theory of Planned Behavior model to predict intentions to use menstrual cups using a sample of 1,050 menstruating adults in the Philippines. A structural equation model using a maximum likelihood (ML) method with robust methods correction was performed. Results showed that perceived quality predicted attitudes towards menstrual cup usage. Moreover, attitudes, perceived behavioral control, and self-identity predicted intentions to use menstrual cups. These findings provide empirical support for the extended model, and provides insights for governments, non-government organizations, and businesses in promoting the usage of menstrual cups to help address the global plastic pollution crisis.