Key factors of Facebook affecting the attitudes of gen z towards menstrual stigma in Vietnam: Business implications for menstrual product businesse

Abstract

This research explores the influence of Facebook, a prominent digital media platform, on the attitudes of Generation Z (Gen Z) towards menstrual stigma in Vietnam. Menstrual stigma remains a significant societal issue, and its impact on the well-being and empowerment of individuals cannot be overstated. In the context of Vietnam, understanding the role of digital media in shaping perceptions of menstruation is of particular relevance due to the widespread use of Facebook among young adults. This study employs both quantitative and qualitative methods. A survey was conducted among Gen Z individuals in Vietnam to gauge their attitudes towards menstrual stigma. Preliminary findings indicate that Facebook plays a pivotal role in disseminating information about menstruation and challenging existing stereotypes. It serves as a platform for open dialogue, contributing to a gradual shift in societal attitudes. These changing perceptions have implications for businesses, particularly those in the menstrual product industry, as they need to adapt their marketing strategies to align with the evolving mindset of their target audience. The outcomes have significant implications for businesses seeking to engage with Gen Z in Vietnam, offering them a unique opportunity to address a pertinent social issue while aligning with the values of their target market.