Health-driven choices: Brand equity, genital hygiene behavior, and menstrual product preferences among women

This study had two complementary aims: to describe menstrual hygiene product preferences and related decision factors among participants in the present sample, and to examine whether genital hygiene behavior was associated with consumer-based brand equity. Data were collected from 205 women through an online survey using a descriptive information form, the Genital Hygiene Behavior Scale (GHBS), and the Consumer-Based Brand Equity Scale (CBBES). Menstrual product preferences were examined through descriptive statistics and group-comparison analyses, whereas hierarchical regression examined CBBES total score as the outcome variable after controlling for age and education. Disposable pads were most frequently reported, while menstrual cups and reusable options were rarely reported. GHBS total score was positively associated with CBBES total score, and the final model explained 17.2% of the variance. These findings suggest that genital hygiene behaviors may be associated with brand-related perceptions. In contrast, findings regarding menstrual product preferences should be interpreted descriptively and as comparisons between groups, rather than as evidence of a direct association.