Model of Consumer Behaviour - Feminine Hygiene

Abstract

Summary: This article starts with a review of different recent theoretical views and positions on culture, menstruation taboos, and ethical consumer behaviour. We performed a quantitative research in England, Germany, Slovenia and Sweden on 1,081 responding female students about the effect of cultural and sociological factors on female consumer behaviour when buying feminine hygiene products. Countries were selected depending on different cultures, religions and consumer behaviour. Based on the acquired results, we established a structural model of female consumer behaviour in the selected countries. This model showed a spiral transfer of cultural limitations and prejudices to the respondent students through the environment.