Published Paper Details:

This research provides a comprehensive overview of micro-influencer marketing towards sustainability. As digital communication is rising through social media platforms, there is a more significant interaction among individuals globally. As global environmental concerns and sustainable development goals (SDGs) become increasingly critical the transition to eco-friendly menstrual products is essential. This study focuses on micro-influencers' impact on female consumer behaviour in purchasing sustainable sanitary pads. With their genuine and close-knit connections to niche audiences, micro-influencers significantly promote these products and spread awareness among consumers to foster consumer trust. We conducted a survey of 70 female respondents aged between 18 to 45 years who purchased a sustainable sanitary pad from the recommendation of the micro-influencers. The study revealed that micro-influencers positively impact female consumer behaviour; they trust the reviews and opinions given by the micro-influencers and follow them on social media. The research also examined the platforms through which the respondent first heard about sustainable sanitary pads, the factors influencing the consumer decision, such as environmental impact, comfort, and health benefits, and the challenges consumers face when adopting ecofriendly sanitary pads. This study can also serve as a significant reference for policymakers striving to accomplish the SDGs by 2030. Menstrual hygiene is directly linked to several SDGs, including promoting good health and well-being (SDG 3), advancing gender equality (SDG 5), sustainable consumption and production (SDG 12), and climate change (SDG 13). The results revealed that social media, especially Instagram, plays a dominating role in creating awareness of these pads. They highlighted the effectiveness of micro-influencer marketing in promoting sustainable pads. The insights gained offer valuable implications for marketers, sustainability advocates, and policymakers seeking to leverage micro-influencer marketing to foster sustainable menstrual hygiene practices and support global sustainability objectives.