The presence of status quo bias and information asymmetry in the market of menstrual products as deterrents for urban, educated menstruating women to protect their health and the environment is examined. The lack of change in consumer behaviour towards menstrual products by those who have the means to afford biodegradable and safer menstrual products and adequate level of education to understand the imperative for using them is analysed. By doing this, the study examines imminent policy adjustments that are needed to promote the purchase of biodegradable and safe menstrual products in the menstrual hygiene market.
