Rise of Sustainable Menstrual Products: An Analysis of Eco-Conscious Consumers

The menstrual product industry in India is undergoing a significant transformation, driven by increasing health awareness, environmental consciousness, and consumer behavioural change. This paper examines the rise of sustainable menstrual products through the lens of eco-conscious consumer behaviour. Drawing from behavioural theories and commerce perspectives, the paper integrates global insights with the Indian context, where start-ups, government initiatives, and NGOs are reshaping market dynamics. Findings indicate that consumer adoption of sustainable menstrual products is influenced by health concerns, environmental values, peer influence, and cultural perceptions. From a marketing perspective, firms must emphasise eco-centric branding, affordability, awareness campaigns, and inclusive distribution models. The paper concludes that sustainable menstrual products not only represent a commercial opportunity but also a pathway to health equity, gender inclusivity, and environmental preservation.