「衛生棉」為女性第一性徵之生理現象－「月經」之淨化衛生品，近年提倡環保的時期，各大販賣管道出現了「裝紙袋現象」，目的是為了體貼消費者，避免在購買時感到尷尬；除了在藥妝店購買時被視為尷尬之產品，日常公共場所中拿取時也須避免被發現，而同屬淨化衛生用品之衛生紙卻不須躲躲藏藏。本研究以社會心理學宗旨及觀點，透過文獻、書籍、報章雜紙等相關報導，從文化及社會角度出發，以衛生棉做為載體，輔以裝紙袋現象觀察，探討現今大眾對於月經的觀念及態度，梳理出整體文化脈絡及影響。在探討過程中藉由訪談深入了解，並依其親和關係使用KJ法做統合與歸納後得知：於整體文化及社會影響脈絡下之個體行為與態度，乃受個體之態度、主觀規範及行為控制三變項之交互作用而來；而國人對月經之態度，研究顯示受訪者口頭表現為大方，但實際於社會情境中之行為仍處於保守狀態，其態度與行為取決於個體所處之社會情境，且個體受外在社會之控制，影響內在之思維更甚，進而促使態度及行為之表現；因此，在設計操作方面，若能考量消費者潛在認知態度與內心訴求，從廣告內容與包裝設計層面提供消費者社會對產品及議題之友善觀念，除了能提升產品與消費者之溝通深度，更能進一步促進社會經濟、文化素養之演進。

A sanitary pad is a type of absorbent hygiene product that is designed to help women cope with a physiological phenomenon closely related to their primary sex characteristics—menstruation. In this era that promotes environmental friendliness, stores still provide a seemingly nonenvironmentally friendly service when it comes to the selling of sanitary pads: they provide free paper bags for customers to put their purchased sanitary pads in. This is known as the “bagging phenomenon.” The purpose of providing such a considerate service is to prevent consumers from feeling embarrassed when purchasing sanitary pads. In other words, sanitary pads are perceived as a product in drug stores that is awkward to purchase. On a related note, people also feel the need to avoid being seen retrieving sanitary pads from their bags in public. However, when it comes to toilet paper, people do not feel the need to hide when retrieving it from their bags in public. This demonstrates that despite both sanitary pads and toilet paper being absorbent hygiene products, people have different perceptions and attitudes toward them. By adopting sociopsychological and sociocultural perspectives, the researchers investigated the public’s perceptions and attitudes toward menstruation and ultimately identified the overall cultural context and cultural influence that shape these perceptions and attitudes; this was done by examining academic literature, books, and newspaper reports related to sanitary pads, supplemented with observations of the bagging phenomenon. Additionally, the researchers also aimed to further explore these matters by conducting in-depth interviews. Finally, on the basis of the affinity relationships of the concepts identified in this study, the researchers utilized the KJ method to perform integration and classification of the identified concepts. The analysis results revealed the following main findings. In the overall context of cultural and social influence, the behaviors and attitudes of an individual are formed from the interactions of three variables, namely the individual’s attitude, subjective norms, and behavioral control. In Taiwanese society, the study results showed that the participants seemed liberal when talking about menstruation, but were conservative in actual practice. Their attitude and behavior toward menstruation depend on the social situations that the individual is in; individuals are often influenced by external social control （this is also applicable to their thought processes）, and such influence in turn manifests in the form of individuals’ attitudes and behaviors. In terms of product design, if the designers can consider the consumers’ latent perceptions, attitudes, and demands during the design process and thereby introduce consumer-friendly concepts regarding products or matters to consumers, from the perspectives of advertisement content and packaging design, the following results can be obtained—the depth of communication between products and consumers can be further enhanced, and the economic performance and cultural literacy of society can be further improved.