LNELecture Notes in Education, Arts, Management and Social Science3083-10912705-053XBio-Byword Scientific Publishing Pty. Ltd.10.26689/LNE.v4i5.15050ArticleStudy on Sanitary Napkin Use Satisfaction and Alternative Product Consumption Intention Among Urban Women: A Case Study of Tianjinhttps://artdesignp.com/journal/LNE/4/5/10.26689/LNE.v4i5.15050GaoYuanmei2026452026-05-26This study investigated satisfaction with the use of sanitary napkins and the willingness to consume alternative products among women aged 18 to 50 in Tianjin based on 612 valid questionnaires. K-means clustering, path analysis, and Bayesian models were adopted to explore key factors influencing consumer preferences. The results show that consumers give priority to absorbency, comfort, leak-proof performance and product safety. Although menstrual substitutes have environmental and economic benefits, their acceptance remains low due to perceived hygiene risks and insufficient public science promotion. Path analysis identified previous experiences and usage pain points as the key drivers of the experimental intent. Bayesian model indicates that upgrading safety standards can effectively reduce consumer resistance. Targeted suggestions were put forward for product innovation, market promotion and policy guidance to support sustainable adoption.Sanitary napkins,Consumer satisfaction,Consumption behavior,Alternative products,Purchase intention,Urban women

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