Key Social Norms Take-aways The study demonstrates that social norms—particularly those related to menstruation as a taboo topic, expectations around modesty, and perceived social approval from family and community members—strongly influence mothers’ willingness to communicate with their daughters about menstrual health in Ethiopia. The discussion highlights that subjective norms (i.e., what important others think mothers should do) play a critical role in shaping intentions, alongside attitudes and self-efficacy. Even when mothers recognize the importance of communication, embarrassment, cultural silence, and perceived disapproval from social networks can inhibit action. Thus, shifting norms around the acceptability and responsibility of discussing menstruation is essential to improving adolescent girls’ access to accurate information and support.

Objectives The study aimed to examine factors associated with mothers’ intentions to discuss menstruation-related topics with their adolescent daughters in Ethiopia, using the Theory of Planned Behavior (TPB) framework.

Methods A community-based cross-sectional quantitative study was conducted among 390 mothers of adolescent girls (aged 10–19 years) in Jimma Zone, Ethiopia. Data were collected באמצעות structured, interviewer-administered questionnaires. Social norms were measured using TPB constructs, particularly subjective norms, assessed through Likert-scale items capturing perceived approval from key referents (e.g., husbands, friends, religious leaders, teachers, and community members). Additional constructs included attitudes and perceived behavioral control (self-efficacy). Data were analyzed using descriptive statistics, correlation analysis, and multivariable linear regression to identify predictors of intention.

Results Over half of mothers (57.15%) reported intending to discuss menstruation with their daughters. Regression analysis showed that all three TPB constructs—attitudes, subjective norms, and perceived behavioral control—were significant predictors of intention. Perceived behavioral control (self-efficacy) had the strongest association, followed by attitudes and subjective norms. While many mothers recognized the benefits of communication (e.g., improving menstrual management and reducing fear), barriers such as embarrassment, lack of knowledge, and the perception that menstruation is taboo persisted. Social approval from networks (e.g., healthcare providers, teachers, and peers) was positively associated with intention, while perceived disapproval from close social circles remained a barrier.

Conclusions The study concludes that mothers’ intentions to communicate about menstruation are shaped by an interplay of individual beliefs and social norms. Strengthening mothers’ self-efficacy, promoting positive attitudes, and shifting subjective norms—particularly by engaging influential community members—are critical for improving communication. Interventions that fail to address the normative environment are unlikely to succeed, underscoring the importance of targeting both individual and social-level factors to enhance adolescent menstrual health outcomes.