This research aims to study the consumer perception, acceptance and adoption of menstrual underwear as it provides a sustainable option to the current feminine hygiene management solutions widely used in the consumer market in the U.S. In addition to the functional and utilitarian aspect of the underwear, I further delve into studying the social psychological effect the usage of the underwear (i.e., hedonic) has on consumer adoption. A longitudinal, qualitative study employing a three-step approach was conducted. The findings suggest that participants have never heard of menstrual underwear and did not fully understand the phenomenon. Contradicting responses between subject's attitudes and behavior towards the environment were revealed although, menstrual underwear had a positive psychological effect on the participants. Overall, menstrual underwear was most accepted amongst participants in the study.