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The purpose of this study is to understand the consumer’s continued intention of using food delivery apps (FDAs) by examining the value derived from benefits and challenges concerning their usage. Further, the study tested coupon proneness as a moderator to explain the relationship between perceived value and continued intention.

A cross-sectional survey was conducted with 240 FDA users, adapting a questionnaire from previous studies and measuring responses on a five-point Likert scale. The data was analyzed using structural equation modelling through AMOS to test the proposed framework.

The findings of the study demonstrate that the benefits of using FDAs positively influence the perceived value, whereas the challenges of using FDAs negatively influence the perceived value of the customer while using the app. Also, coupon proneness significantly moderates the relationship between perceived value and continued intention to use the app.

The present study modified the value-based adoption model by including three more benefits and one challenge concerning the usage of FDAs, and it also included coupon proneness as a moderator in the relationship between perceived value and continued intention to use the FDA.

Access to good menstrual products is a human rights issue. Yet, there are rising health concerns of women regarding traditional–plastic sanitary napkins. The usage of these products has raised apprehensions towards the environmental pollution due to the plastic content. The solution for both these issues lies in the sustainable menstrual products. As menstruation is a public health issue, this study aims to identify the role of health beliefs on attitude of women towards sustainable menstrual products.

A survey was conducted for the purpose of data collection. The study uses questionnaire as a research instrument to gain an insight on women health beliefs towards sustainable menstrual products. Data was collected from 527 women respondents through convenience sampling. SPSS and Smart-PLS 4 were used for analysing the data.

Results of the study indicate that all the health belief perceptions had a significant impact on attitude. Women with more positive health belief and less negative health beliefs are the potential consumers for sustainable menstrual products.

To the best of the authors’ knowledge, this the first study that uses health belief model to explore and add to the menstruation literature especially sustainable menstrual hygiene.