Sustainable Consumerism: Market Demand for Eco-Friendly Subscription-Based Sanitary Products

Abstract

Eco-friendly menstrual hygiene products are becoming more popular due to growing awareness of sustainable consumerism, especially when they are available through subscription-based delivery models. This study looks at consumer demand for environmentally friendly sanitary products and assesses the impact of subscription services on long-term loyalty and adoption. A mixed-methods approach was used to gather data from 150 female consumers between the ages of 18 and 45, as well as interviews with 20 industry experts and secondary market sources. Strong willingness to subscribe is revealed by quantitative analysis and thematic interpretation, motivated by cost effectiveness, convenience, and environmental concern. Higher initial costs and fewer product options, however, continue to be major obstacles. Results show that subscription models greatly improve customer retention, underscoring their potential to increase the adoption of sustainable menstrual hygiene. The study concludes that affordability, awareness, and transparent supply chains are essential for scaling eco-friendly sanitary products and supporting sustainable market growth.

Introduction

Menstrual hygiene products are essential for women’s health but contribute significantly to plastic waste. Although eco-friendly alternatives like biodegradable pads, organic tampons, and reusable products are gaining attention, their adoption remains low due to entrenched habits, limited availability, and low awareness. Subscription-based models offer a promising solution by providing convenience, regular access, and promoting sustainable consumption, while also improving customer retention and loyalty.

Literature highlights that environmental awareness, health consciousness, and digital influence drive demand for sustainable products, but adoption is hindered by higher costs, cultural stigma, accessibility issues, and skepticism toward environmental claims. Digital platforms, AI-driven personalization, and blockchain transparency can enhance awareness, trust, and engagement, though challenges remain in scaling these models, especially in developing regions.

The study employs a descriptive–exploratory mixed-methods design, combining surveys of 150 consumers and interviews with 20 industry professionals. Quantitative analysis identifies key demand drivers and predictors, while qualitative insights explore barriers, retention dynamics, and perceptions of subscription models. Findings aim to inform brands and policymakers on advancing sustainable menstrual health consumption through eco-friendly subscription services.

Conclusion

This study examined market demand for eco-friendly sanitary products offered through subscription-based models within the broader framework of sustainable consumerism. The findings confirm a growing consumer inclination toward environmentally responsible menstrual hygiene solutions, driven primarily by environmental awareness, convenience, and trust in product quality. Subscription models emerge as a significant catalyst in translating sustainable intentions into consistent purchasing behavior by ensuring regular access, reducing reliance on conventional disposable products, and fostering habitual use. Despite strong demand potential, adoption remains constrained by affordability concerns, limited product variety, logistical inconsistencies, and skepticism toward sustainability claims. These barriers are particularly pronounced in price-sensitive and digitally underserved segments, highlighting the need for inclusive and region-specific strategies. The study further demonstrates that digital platforms—through personalization, education, and transparency—play a crucial role in enhancing consumer confidence and long-term loyalty. Overall, the research establishes that subscription-based eco-friendly sanitary products represent a viable and scalable pathway toward sustainable consumption in personal care markets. By integrating affordability, transparent supply chains, and consumer education, brands and policymakers can accelerate adoption and retention while contributing to environmental sustainability and menstrual health equity. The study contributes empirically to the limited literature on subscription-driven sustainability and offers actionable insights to support the transition toward circular and responsible consumption models.

References

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Copyright

Copyright © 2025 Dr. Nitin Ganorkar, Aniket Rajne. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.