Condom-vending machines in Italy: a qualitative exploration of gender differences to improve promotion and use

Abstract

Objectives

The purposes of this study were to explore gender differences in condom purchasing from condom-vending machines (CVMs) and identify ways to improve CVM promotion.

Methods

Semi-structured interviews with 42 men and women aged 18–50 years (mean ± standard deviation, 29.1 ± 7.9) and living in or near Florence, Italy, were conducted between May and June 2019. Techniques from expanded grounded theory-guided data analysis allowed for a constant comparative approach to contextualise data and identify emergent themes.

Results

Three themes emerged: (1) attitudes and barriers towards CVMs; (2) gender-specific purchasing influences and behaviours; and (3) CVM improvement and promotion. Women and men described varied concerns surrounding CVM purchasing, illuminating reasons for hesitancy. Focussing on CVM quality and improving product offerings were suggested by participants to increase use.

Conclusion

Findings offer practical recommendations to guide CVM messaging to increase access to and use of condoms and other personal care items. Men were cited as primary CVM users, expressing practical concerns surrounding CVMs, while, for women, CVM visibility was as much an advantage as a drawback. Reflecting consumer needs via diversified product offerings should be considered a priority for increased CVM use. Working to promote CVMs requires clear messaging that attends to gender norm limitations, details product safety and establishes CVMs as a reliable condom purchase outlet.

摘要

目的:本研究的目的是探索从避孕套自动售货机（CVMS）购买避孕套的性别差异, 并确定改善CVM促销的方法。

方法:在2019年5月至6月间, 对42名年龄在18-50岁(平均标准偏差为29.1±7.9), 居住在意大利佛罗伦萨或其附近的男性和女性进行了半结构式访谈。来自扩展的基础理论指导的数据分析的技术用一个持续的比较方法来比较上下文数据和识别紧急主题。

结果：出现了三个主题:(1)对避孕套自动售货机的态度和阻碍；(2)特定性别的购买影响和行为；(3) CVM改进和推广。女性和男性描述了围绕CVM购买的各种担忧, 阐明了犹豫的原因。与会者建议将重点放在CVM质量和改进产品供应上, 以增加使用。

结论:调查结果提供了实用的建议, 以指导CVM, 增加获得和使用避孕套和其他个人护理项目。男性被认为是CVM的主要用户, 表达了对CVM的实际关注, 而对女性来说, CVM的知名度既是优势也是劣势。通过多样化的产品反映消费者需求应被视为增加CVM使用的优先事项。推广避孕套需要明确的信息, 注意性别规范的限制, 详细说明产品安全性, 并将CVMS作为一个可靠的避孕套购买渠道。

Keywords:

• Condoms
• cross-cultural research
• gender effects
• gender roles
• qualitative research
• vending machines

Acknowledgements

We would like to thank the students who participated in the summer 2019 Purdue University Investigating Women’s Reproductive and Sexual Health Issues in Florence, Italy, study abroad programme, for their support in data collection and transcription and overall collaboration on the project. We would also like to thank Florence University of the Arts for its partnership and project support.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

The data and corresponding codebook are available on request.

Additional information

Funding

This research was partially funded by the Purdue University Office of Programmes for Study Abroad, International Programmes (Study Abroad and International Learning Grant and Intercultural Pedagogy Grant).