MODEL OF CONSUMER BEHAVIOUR - FEMININE HYGIENE

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.