Introduction: Lifestyle changes and urbanization has resulted in women using convenient menstrual products ignoring its impact on their own health and the environment. Gen Zs who prefer to make independent purchase decisions are an important growing segment. Hence, the paper attempts to assess the consumer intention of Gen Z towards Sustainable Menstrual Products (SMPs) by examining various individual and external factors affecting the same. Objective: To examine consumer intentions to adopt SMP Theoretical background: Authors used Value Belief Norm (VBN) theory to examine the process of consumer adoption of SMPs given the cultural biases around menstruation and an individual's propensity for openness to change. It proposes a conceptual model where a pro-environmental behaviour is activated by a relationship chain through an individual’s value orientation, ecological worldview, adverse consequences for environment, ascribed responsibility, and sense of obligation to take pro-environmental actions, and eventually intention to adopt a green product. Methodology: A survey among 200 Gen-Z females aged 20-24 years was conducted. The questionnaire measured the variables of VBN theory, awareness of SMPs and socio-demographic data. The validity of the conceptual model was tested using multiple regression analysis. Results: Study revealed that biosphere values impacted an individual’s belief system, which in turn impacts her norms and finally increases the intention to adopt SMP. Cultural biases of the society around sensitive subjects like menstruation and an individual’s openness to change also impacts the adoption behaviour.