<![CDATA[The growing concern over plastic waste and disposable menstrual product pollution has encouraged consumers, firms, and policymakers to consider sustainable menstrual products as an alternative for supporting environmental and public health goals. Although sustainable menstrual products such as menstrual cups, reusable pads, and biodegradable sanitary pads have been increasingly discussed, consumer adoption remains complex because it is shaped not only by environmental concern but also by personal health motives, perceived economic value, and trust in green product claims. This study aims to examine the influence of environmental concern, egoistic motive, and economic value on green purchase decision, with green trust as a mediating variable. The study adopts a quantitative explanatory design using a survey method. Data were collected from 400 female respondents in Banten Province who have experienced or are currently experiencing menstruation. The proposed model was analysed using Structural Equation Modelling based on Partial Least Squares. This study is expected to contribute to green marketing literature by extending the understanding of sustainable menstrual product adoption through the integration of environmental, personal, economic, and trust-based perspectives. The findings may also provide practical insights for firms and public health stakeholders in designing credible, consumer-oriented, and environmentally responsible communication strategies for sustainable menstrual products.]]>
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