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Model of Consumer Behaviour - Feminine Hygiene

Author

Listed:
  • Rihtaršič Tanja

    (Gea College Faculty of Entrepreneurship, Ljubljana, Slovenia)

  • Rihtaršič Matjaž

    (Gea College – Centre of Higher Vocational Schools, Ljubljana, Slovenia)

Abstract

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.

Suggested Citation

  • Rihtaršič Tanja & Rihtaršič Matjaž, 2017. "Model of Consumer Behaviour - Feminine Hygiene," Economics, Sciendo, vol. 5(1), pages 125-136, June.
    • Handle: RePEc:vrs:econom:v:5:y:2017:i:1:p:125-136:n:7
    DOI: 10.1515/eoik-2017-0015
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    More about this item

    Keywords

    model of consumer behaviour; ethical consumerism; culture; taboo; feminine hygiene;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C38 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Classification Methdos; Cluster Analysis; Principal Components; Factor Analysis

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