Reusable sanitary towels are positioned as an environmentally friendly and affordable alternative to disposable sanitary towels. This chapter examines drivers of social innovation acceptance with a focus on reusable sanitary towels. The theory of planned behaviour was applied as the underpinning theory and was tested using cross sectional data. Consumer attitudes, subjective norms and perceived behavioural control were conceptualised as drivers of social innovation acceptance. Acceptance of social innovation was premised on intention and actual usage of reusable sanitary towels. A quantitative methodology was employed in which data were collected from 320 young women using a structured questionnaire. The respondents were drawn from Malawi, Zambia and Zimbabwe. Data were analysed using the Statistical Package for Social Sciences (SPSS) version 25. Subjective norms and perceived behavioural control emerged as the major factors that constrain the use of reusable sanitary towels. The existence of the intention-behaviour gap was confirmed. The results of this study underscore the need to foster social norms and provide facilitating conditions that promote the mainstream use of reusable sanitary towels.