Vol. 6, Issue 1, Part C (2024)

The FemTech industry has witnessed a significant surge in recent years, providing technology-driven solutions for women's health and wellness. This study examines literature to emphasize the significance of theoretical foundations, methods, and variables in FemTech solutions. This study delves into different theories, such as behavior change, feminist, social ecology, and user-centered design, in order to comprehend consumer motivations and behavioral tendencies in the realm of FemTech. It highlights the significance of theory in interdisciplinary collaboration, ethical considerations, and evidence-based practices. The study emphasizes the importance of technology in enhancing women's overall well-being through the use of user-friendly applications, wearable devices, and digital platforms. This review delves into theories, frameworks, and models in FemTech, with a specific focus on consumer behavior and adoption in emerging economies. The objective of this study is to improve marketing outcomes for mobile app-based services in India. It aims to fill gaps in the current literature and develop a conceptual model that can help us understand the acceptance of these services in emerging countries. This study employed a literature review process that combined systematic literature reviews (SLRs) and bibliometric analysis. The aim was to identify variables, methodology, research findings, and consumer concerns in existing studies on FemTech and related consumer research. The objective of the study was to create a conceptual model that addresses the deficiencies in current literature and identifies research trends and comparisons within the FemTech field. This review research could provide valuable insights for future research on the adoption of FemTech in developing nations. It can assist policymakers in understanding the essential factors for effective planning and in persuading potential customers to utilize FemTech services.