Por dentro do copinho: consumo simbólico e identitário das consumidoras de coletor menstrual

Fernanda de Aguiar Zanola; Ana Cristina Ferreira; Luiz Guilherme Rodrigues Antunes; Lucas Rocha Vieira; Luiz Henrique de Barros Vilas Boas

doi:10.5585/remark.v19i2.17774

Authors

Fernanda de Aguiar Zanola Universidade Federal de Lavras https://orcid.org/0000-0002-3933-4185
Ana Cristina Ferreira Universidade Federal de Lavras https://orcid.org/0000-0002-4726-1086
Luiz Guilherme Rodrigues Antunes IFMG https://orcid.org/0000-0003-2997-2949
Lucas Rocha Vieira Universidade Federal de Lavras https://orcid.org/0000-0002-6531-783X
Luiz Henrique de Barros Vilas Boas Universidade Federal de Lavras https://orcid.org/0000-0002-6429-1420

DOI:

https://doi.org/10.5585/remark.v19i2.17774

Keywords:

Consumption, Women, Menstrual cup, Identity.

Abstract

Study Goal: To understand how the menstrual intimate hygiene item is related to the construction of the identity of consumers. Method: This study is qualitative, exploratory, and the focus group method was used in two distinct moments, with fifteen women who had diverse age, education and marital status. The content analysis was used for data interpretation. Originality/Relevance: This study refers to how menstrual cup consumption works in the contemporary context and how changes in consumption have reinforced the need for political, social and economic contestation. Results: The consumption of the menstrual cup goes beyond the search for rational components. Obtaining this product is related to symbols associated to environmental concerns, health-related aspects, self-knowledge and autonomy. Furthermore, this item is able to communicate the identity and transform the reality of consumers in the investigated context. Theoretical/Method Contributions: This article closes the gaps on how menstrual cup consumption works and how this consumption transforms old identities, so that it provides the studied social actors with discernment on aspects capable of transforming contemporary society.
Management/social contributions: This study points out that the use of the menstrual cup helped to break the limiting patterns that surround the social and behavioral relationships of the women participating in the study. In addition, companies that operate in similar segments can foster their market by building new market awareness of sustainability, health and promoting consumer autonomy.

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Author Biographies

Fernanda de Aguiar Zanola, Universidade Federal de Lavras

Ph.D. student in Administration at UFLA, Federal University of Lavras.Student of the Graduate Program in Administration at UFLA, Federal University of Lavras.

Ana Cristina Ferreira, Universidade Federal de Lavras

Ph.D. student in Administration at UFLA, Federal University of Lavras.Student of the Graduate Program in Administration at UFLA, Federal University of Lavras.

Luiz Guilherme Rodrigues Antunes, IFMG

Ph.D. student in Administration at USP, School of Economics, Administration and Accounting.Graduate student at USP, School of Economics, Administration and Accounting.

Lucas Rocha Vieira, Universidade Federal de Lavras

Master in Administration from UFLA, Federal University of Lavras.Student at UFLA, Federal University of Lavras.

Luiz Henrique de Barros Vilas Boas, Universidade Federal de Lavras

Ph.D. in Administration from UFLA, Federal University of Lavras.Professor of UFLA, Federal University of Lavras.

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