Inside the cup: symbolic and identificatory consumption of menstrual cup consumers

Abstract

Study Goal: To understand how the menstrual intimate hygiene item is related to the construction of the identity of consumers. Method: This study is qualitative, exploratory, and the focus group method was used in two distinct moments, with fifteen women who had diverse age, education and marital status. The content analysis was used for data interpretation. Originality/Relevance: This study refers to how menstrual cup consumption works in the contemporary context and how changes in consumption have reinforced the need for political, social and economic contestation. Results: The consumption of the menstrual cup goes beyond the search for rational components. Obtaining this product is related to symbols associated to environmental concerns, health-related aspects, self-knowledge and autonomy. Furthermore, this item is able to communicate the identity and transform the reality of consumers in the investigated context. Theoretical/Method Contributions: This article closes the gaps on how menstrual cup consumption works and how this consumption transforms old identities, so that it provides the studied social actors with discernment on aspects capable of transforming contemporary society. Management/social contributions: This study points out that the use of the menstrual cup helped to break the limiting patterns that surround the social and behavioral relationships of the women participating in the study. In addition, companies that operate in similar segments can foster their market by building new market awareness of sustainability, health and promoting consumer autonomy.