Exploring Consumer Perceptions of the Pink Tax: A Study on Gender, Age, and Income

Abstract

The "pink tax" refers to the phenomenon in which products and services marketed toward women are priced higher than comparable products and service targeted at men. Although the concept was first introduced in the 1930s, it has only recently begun to receive significant attention. Compared to other forms of gender inequality, the pink tax is less visible and has consequently been relatively overlooked in discussions on gender disparities. This study investigates current consumer perceptions and attitudes toward the pink tax in China. A gender and consumption questionnaire was distributed, yielding 139 valid responses. Data analysis reveals that public awareness and recognition of the pink tax remain relatively low. Personal background factors, including gender, age, and income, significantly influence awareness and attitudes of the pink tax. Male respondents demonstrate lower awareness and are more likely to support gender-based pricing mechanisms. Older respondents, while less familiar with the concept of the pink tax, exhibit a higher ability to identify products with a pink tax premium compared to younger individuals. Additionally, respondents with lower incomes tend to have more knowledge of the pink tax and express a stronger desire for regulatory interventions, such as legislation, to address the issue. The findings of this study contribute to raising public awareness of gender-based price discrimination and offer new perspectives for promoting gender equality, ultimately forming a more equitable consumer marketplace.