Psychological determinants of menstrual product preferences: Applying self-determination theory to women’s reproductive health decision-making

Through the lens of Self-Determination Theory, this study explores the psychological factors influencing young women's menstrual product choices, set against the evolving sociocultural, gendered, and political backdrop in China. Through in-depth interviews with 33 participants, the research uncovers that women's preferences are driven by their desire for bodily autonomy, competence, relational connectedness, and the affirmation of personal values. These findings suggest a significant shift from passive endurance to an active, empowered approach in managing menstrual health. Additionally, the findings reveal how cultural norms around hygiene, celebrity endorsements, and a sense of patriotism shape consumer behavior, further complicating women's decision-making processes. By incorporating personal values into Self-Determination Theory, this study deepens our understanding of how ethical reflections and esthetic sensibilities guide health-related decisions. It also highlights the imperative for media discourses and health campaigns to offer more scientific content and portray more authentic representations of women's menstrual experiences.