Integrating demographic insights into menstrual product choices: a study through the lens of Engel–Kollat–Blackwell Model

Purpose The study aims to examine the health behaviour of Indian women concerning their awareness, preference and usage of menstrual products, focusing on three critical demographic domains: age, education and income levels. The research seeks to identify patterns and disparities in menstrual product choices among diverse population segments by investigating these factors. By applying the Engel–Kollat–Blackwell model (Stankevich, 2017), the research aims to reveal patterns and disparities in menstrual product choices, and how various environmental, economic, social and cultural factors influence women’s decision making. Hence, contributing to a broader understanding of how economic growth and sustainability can be aligned with improving public health. Additionally, it also suggests policies and improvisions in already existing policies under the Indian government to increase awareness and promote sustainable menstrual products. This analysis supports the integration of ecological and socio-economic considerations into economic planning for a sustainable future. Design/methodology/approach The research was conducted as a cross-sectional study from 11th May to 30th May through a self-administered, non-standardized questionnaire. The themes for the questionnaire were picked after a thorough literature review and then the questionnaire was formed. Furthermore, it was also run through a small pilot study before running it on the main sample. A total of 201 respondents whose ages ranged from below 18, 18–25, 25–30 and 30–35 constituted the sample. Consent was taken from participants before administrating the questionnaire. The data captures people’s awareness across the domain of female health literacy, with a special focus on menstrual hygiene. Individuals were asked questions such as “During your last menstrual cycle?”, to know their usage pattern the question “What type of product did you primarily use for menstrual flow absorption or management?” was asked, to assess their awareness the following question was asked “Out of all the above options which ones were you already aware of?” and for mapping their preferences the question asked was “Out of all the above options which one do you prefer using?” the product options provided for all the questions included single-use menstrual pads, reusable menstrual pads, tampons, menstrual cups, period panties/underwear and cloth. Awareness and usage-related questions were open to multiple responses. A chi-square test was performed to investigate the relationship between the usage of menstrual products and age groups, education levels and income levels across various product categories. Similarly, a chi-square test was performed to investigate the relationship between the awareness of menstrual products and age groups, education levels and income levels across various product categories. Findings Awareness, preference and usage of menstrual products vary by education, income and age. Undergraduates demonstrate the highest awareness (90%) and preference for tampons (35%) and menstrual cups (28%). Income impacts preferences: those earning 8–15 lakhs per annum prefer single-use pads (81.66%). At the same time, those earning under 3 lakhs show a growing inclination for menstrual cups (29.41%). Age also impacts usage. Individuals aged 25–30 demonstrated the highest preference (28.57%) and usage (14.28%) for reusable menstrual pads. However, practical usage often lags preference due to cost barriers, especially among lower-income groups, where affordability limits the adoption of reusable options. Originality/value The originality and value of this research lie in its integration of demographic factors—age, education and income—to explore menstrual product choices in India. By applying the Engel–Kollat–Blackwell Model, the study offers unique insights into how these variables affect awareness, preferences and usage patterns. It highlights disparities in access and decision-making regarding menstrual hygiene products, focusing on economic and environmental sustainability. This analysis contributes to understanding the role of menstrual product choices in public health and sustainable economic growth, supporting policy recommendations for improving menstrual health management in underrepresented communities.