Examining Consumer Purchase Behaviors and Attitudes toward Condom and Pharmacy Vending Machines in Italy: A Qualitative Study

Unplanned births in Italy have significantly declined over the past 30 years, distinguishing Italy from other Western countries. Italy's success may be attributed to condom vending machines (CVMs), which contribute to minimizing embarrassment in contraceptive purchases. This study examined consumer perceptions toward CVMs and their impact on condom purchasing attitudes and behaviors among Italian women. Semi‐structured interviews were conducted among participants living in Florence, Italy, a popular region for these machines. Grounded theory and a constant comparative method were used for qualitative theme development. Data suggest participants feel positively toward machines, considering them a convenient purchase outlet. Participants noted barriers and facilitators to machine use, offering improvement opportunities for consumer behavior researchers, marketers, and machine retailers (i.e., alternate CVM placement, diversified product offerings, product quality guarantees), potentially contributing to their efficacy as viable condom purchasing alternatives. Findings expand consumer behavior and embarrassment literature and offer insight for future CVM implementation.