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Economic discrimination has been a major focus of gender research for the past several decades and such studies reveal a persistent gender wage gap. This study examines another aspect of the interaction between gender and the economy that has been largely ignored by social scientists—gender-based disparities in the cost of goods and services in the...
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... Men's spending on skincare products has been increasing annually, thereby expanding the market [67]. Men are more loyal to high-priced products than women and associate these products with stable quality, low risk, and high status [68]. Women use a wider variety of skin-care products, prefer lotions and lip balms, and are more loyal to specific brands [69]. ...
... Male respondents were more willing to pay a premium for PEBSC products than were female respondents. This result supports the conclusion of Duesterhaus et al. [68] that men believe high-priced products symbolize high quality and low risk and consequently exhibit higher customer loyalty compared with women. Furthermore, respondents with a postgraduate degree were less likely to repurchase and receive information about the products than were those without such a degree. ...
Background
In recent years, increases in consumer awareness regarding health and the environment have enhanced their willingness to purchase plant extract‐based skin‐care products. Although the skin‐care product industry has paid increasing attention to consumer behavior in recent years, few studies have investigated customer loyalty to this type of product; in‐depth research is urgently required to fill this gap.
Aims
This study investigated Taiwanese skin‐care products derived from plant extracts by identifying the relationships between consumer prior experience, involvement, perceived value, and loyalty. It also examined how demographic characteristics influence consumer loyalty.
Patients/Methods
An online survey yielded 920 valid samples for statistical analysis. Three constructs of involvement, namely product, message, and situational involvement; three constructs of perceived value, namely functional, emotional, and social value; and three constructs of consumer loyalty, namely repurchase intention, willingness to receive information, and willingness to pay, were identified through factor analysis.
Results
The respondents' perceived value significantly influenced their loyalty toward Taiwanese plant‐extract‐based skin‐care products. The factor with the strongest effect on repurchase intention was emotional value, followed by functional value, product involvement, and social value. The factor with the strongest influence on willingness to receive information and willingness to pay was functional value, followed by product involvement, situational involvement, and emotional value.
Conclusions
Respondents with higher educational levels were less likely to repurchase and less willing to receive information on plant extract‐based skin‐care products. Moreover, men were more willing to pay price premiums for these products than were women.
... De acordo com este estudo, os produtos femininos são, em média, 7% mais caros que os masculinos, com uma diferença ainda mais acentuada (13%) nos produtos de cuidados pessoais. Apesar desta diferença poder parecer "insignificante", tem um peso cumulativo, afetando assim as mulheres que possuem um rendimento mais baixo, obrigando estas a procurar alternativas de menor qualidade ou até sujeitar-se à sua privação (Duesterhaus et al., 2011). Reconhecendo a injustiça da diferença de preços consoante o género, esta prática é, desde 2020, proibida no estado de Nova Iorque (Barnes & Brounstein, 2022 ...
... Alguns estudos argumentam que esta diferença de preços dos produtos consoante o género do consumidor a que se destinam é devido às economias de escala e o sobrecusto de fabricação, enquanto outros argumentam que os estereótipos e expectativas sociais sobre a aparência das mulheres, bem como a uma psicologia de cores incutida desde a infância a estas, onde o rosa é associado às meninas e o azul aos meninos, levam a uma diferença na procura, onde as mulheres estão dispostas a pagar mais (Belleflamme, 2018;Avis du Conseil national, 2016). Uma vez que as empresas criam estratégias de marketing com vista ao aumento do lucro, e com base nesta informação, as mesmas acabam por colocar produtos para homens e mulheres em secções diferentes, dificultando a comparação de preços e levando os consumidores a ignorar alternativas mais baratas (Duesterhaus et al., 2011;Belleflamme, 2018; Avis du Conseil national, 2016). ...
Nos últimos anos, o papel da mulher na sociedade tem vindo a afirmar-se cada vez mais. Contudo, apesar dos avanços observados, ainda há muito por alcançar para que haja igualdade de géneros. De facto, a mulher continua a ser alvo de discriminação e desigualdade, muitas vezes de forma discreta e oculta, como, por exemplo, através da aplicação de uma taxa adicional em produtos dirigidos especificamente ao consumidor feminino, também conhecida como Pink Tax. Neste contexto, este trabalho de investigação propõe-se a estudar a Pink Tax, a forma como é percecionada pelo consumidor, e a sua influência no comportamento do consumidor. A metodologia adotada baseou-se numa abordagem qualitativa e quantitativa, procedendo-se à recolha de informações sobre as perceções dos consumidores, através de um questionário divulgado online, e à análise e comparação dos preços de uma seleção de produtos de higiene, beleza e cosmética, em diversas cadeias de retalho em Portugal. Os resultados obtidos permitem concluir que: a Pink Tax está presente, de forma discreta, nos preços dos produtos; muitas mulheres optam por comprar produtos destinados ao género masculino por serem mais baratos, enquanto outras preferem escolher um produto direcionado ao seu género, mesmo sendo mais caros; além disso, muitos consumidores ainda desconhecem o termo Pink Tax, não tendo consciência da sua existência nem da sua aplicação recorrente, perpetuando a desigualdade de género e prejudicando, ainda mais, as mulheres.
... Among these is the "Pink Tax," a term coined to describe the phenomenon where products marketed specifically to women are priced higher than similar products marketed to men (Duesterhaus et al., 2011). This pricing disparity, often attributed to gender-specific marketing cues such as the color pink, extends beyond the price tag to have profound socioeconomic consequences, particularly impacting women's financial well-being. ...
... Studies reveal that products designed for female consumers cost about 7.0% to 13.0% more than similar products designed for male consumers. As a result, in America, it was found that women pay an average of USD 1,400 more than men each year for similar products (Duesterhaus, 2011). It was also found that the prices of female versions of products increased by 42%, while the prices of male versions of the same products increased by only 18% (Kricheli-Katz & Regev, 2016). ...
... The figure above illustrates the provision of a product differentiated by gender in a local drugstore and e-commerce. The categorization is based on visual differences in product packaging, where feminine products are often identified with pink colour (pink product), while masculine products tend to use blue or dark colours (blue product) (Duesterhaus, 2011). It is important to note that this gender categorization is general and based on market conventions and does not account for individual preferences based on gender identity, sexual orientation, or metrosexual, androgynous, and other preferences. ...
... Furthermore, the marketing approach for products intended for women and men is deemed different, leading companies to allocate higher costs for marketing products targeting women. Studies reveal that products designed for female consumers have marketing costs approximately 7.0% to 13.0% higher than similar products designed for male consumers (Duesterhaus, 2011). ...
The phenomenon of pink tax is a gender inequality issue that discriminates women in the purchase of goods or services by producers. The objective of this research is to identify the pink tax phenomenon in Indonesia, encompassing its existence, influencing factors, and the urgency of the related issue. Additionally, this study aims to analyse the role of the government through policies regarding the emergence of the pink tax phenomenon. Policies closely associated with the pink tax include Law Number 8 of 1999 on Consumer Protection, Law Number 5 of 1999 on the Prohibition of Monopoly Practices and Unfair Business Competition, and Law Number 7 of 2014 on Trade. The research methodology employed in this study is qualitative, involving literature review, documentary analysis, and interviews. The findings of this research indicate that the pink tax exists in Indonesia, yet awareness of this issue is not evenly distributed across all layers of society. While some institutions have acknowledged the existence of this problem, there have been no concrete steps taken to reduce or address this gender-based price discrimination. Furthermore, current policies are deemed inadequate in addressing gender-based price discrimination practices and protect women’s consumer. This is attributed to the fact that gender equality elements are not fully encompassed in the existing policies.
... Marketing strategists discovered gender as a source of additional income and invented genderbased pricing, targeting women with higher prices, often for products and services that are associated to their beauty such as cosmetics, clothing, haircuts, and dry-cleaning of clothes. This price markup is also referred to as the "female beauty tax", "hidden tax", "gender tax" and "pink tax" (Duesterhaus et a., 2011;Liston-Heyes & Neokleous, 2000;Shenbagavalli et al., 2023). For example, hair loss fighting foam on the U.S. market was 40% more expensive for women, despite the same active ingredients and volume, also clothing alteration as a service of retail stores are offered in some areas for free to men as part of the sales package, while women have to pay for this (Jacobsen, 2018, 243). ...
... For example, hair loss fighting foam on the U.S. market was 40% more expensive for women, despite the same active ingredients and volume, also clothing alteration as a service of retail stores are offered in some areas for free to men as part of the sales package, while women have to pay for this (Jacobsen, 2018, 243). This gender tax is discriminatory, as the cumulative costs of products and services add up (Duesterhaus et al., 2011). Especially when considering the gender pay-gap and wealth disparities (Meriküll et al. 2021), the amount of money that women have to spent for equivalent products and services appears double unfair. ...
Neglecting characteristics and requirements of women resulted in a number of products that were less safe for females than for men, including airbags, safety belts, and medical personal protective equipment. Efforts to develop gender-inclusive products need to go beyond aesthetic design features and require engineers to reflect consequences of technical product development that targets properties of male bodies only. Rather than a single course on applied ethics and gender issues, we demonstrate how a more inclusive perspective for reflecting how to define application profiles can be implemented in several courses in engineering education programmes. We present how to build on standard concepts and tools in product and service development, drawing attention to the requirements of females to enable gender-sensitive innovation including an adequate pricing strategy. While integrating inclusive innovation or gender-sensitive innovation in the learning outcomes of modules may results in stronger integration in a curriculum, there are also benefits in implementing an gender-perspective immediately.
... The literature has shown the existence of gender-based price discrimination that defines the practice of manufacturers, merchants, and service providers offering the same or similar items with differential pricing for females and males [30][31][32]. These distinctions are solely for simple product features, such as the pink, which indicates that this product is built for females. ...
... Previous research found that 80% of the products are gender-targeted. The pink tax operates differently in different product markets such as personal care products [30,31], labor market [35], car retail and car maintenance services [36][37][38][39][40], and real estate [41]. The 2015 study by the New York City Department of Consumer Affairs [32] showed that female products cost on average 7% more than similar products for males, which vary depending on the industry as follows: ...
... Literature on gender discrimination defined the pink tax as the overprice that females pay compared to males to purchase similar products. There is a body of literature that found evidence of pink tax in different industries such as personal care products [30,31], labor market [35], car retail and car maintenance services [36][37][38][39][40], and real estate [41]. Moshary et al. (2023) state that gender-based marketing exists in personal care products. ...
It is surprising that women are often charged more for products and services marketed explicitly to them. This phenomenon, known as the pink tax, is a major issue that questions women’s buying power. Nevertheless, it is not just limited to physical products – even online advertising can be subject to this type of gender-price discrimination. That is where our research comes in. We have developed a new methodology to measure what we call the digital marketing pink tax – the additional expense of delivering advertisements to female audiences. Analyzing data from Facebook advertising platforms across 187 countries and 40 territories shows this issue is systematic. Particularly, the digital marketing pink tax is prevalent in 79% of audiences across the world and 98% of audiences in highly developed countries. Therefore, advertisers incur a median cost of 30% more to display advertisements to women than men. In contrast, advertisers have to pay less digital marketing pink tax in less-developed countries (5%). Our research indicates that countries in the Middle East and Africa with a low Human Development Index ( HDI ) do not experience this phenomenon. Our comprehensive investigation of 24 industries reveals that advertisers must pay up to 64% of the digital marketing pink tax to target women in some industries. Our findings also suggest a connection between the digital marketing pink tax and the consumer pink tax – the extra charge placed on products marketed to women. Overall, our research sheds light on an important issue affecting women worldwide. Raising awareness of the digital marketing pink tax and advocating for better regulation.
... In the United States (U.S) deodorants are classified and regulated as cosmetics by the U.S. Food and Drug Administration (FDA) 5 and have become one of the most profitable industries in the nation's personal-care business 6 . The daily use of deodorants has become everybody's habit, especially among young females 7 , as women spend more money than men for products related to their personal care 8 . However, deodorants of both sexes contain similar active ingredients at similar concentrations, but may differ in their fragrance content based upon cultural norms and personal preferences 9 . ...
Background: Deodorants are widely used to mask unpleasant body odors. They are reported to cause some adverse effects depending on the form and ingredients. The purpose of this study was to assess the prevalence of deodorant use and related adverse effects among Palestinian students. Methods: This cross-sectional study was carried out at An-Najah National University from Aug 2018 to Mar 2020. A questionnaire was constructed using a Google survey form. All analyses were done using SPSS 21.0, Fisher test was used for comparative analysis and the P-value < 0.05 was considered as statistically significant. Results: A total of 554 students participated in the study. About 93% of the participants were using deodorants and adverse effects were reported by 25% of the participants. The reported adverse effects were itching (26%), coloration (25%), sneezing (21%), and eye redness (8%). Only 4.1% of the participants visited a physician for counselling regarding various adverse effects. Conclusion: Deodorants were widely used by Palestinian students with reported adverse effects, but these side effects rarely prompted the participants to seek medical advice.
... Nos Estados-Unidos, o estudo de Duesterhaus et al. (2011) utilizou uma amostra de 100 salões de beleza localizados na região sudeste do país, selecionados aleatoriamente a partir de anúncios nas páginas amarelas. Por meio de telefonemas, a cada estabelecimento foi perguntado o preço básico para um corte masculino e um corte feminino. ...
... Nos Estados-Unidos, na pesquisa de Duesterhaus et al. (2011), os autores realizaram a coleta de preços no segmento de lavanderias e utilizaram uma amostra com 100 estabelecimentos selecionados aleatoriamente a partir de páginas amarelas e localizados na região Sudeste do país. A cada estabelecimento foi solicitado um orçamento para lavagem a seco dos seguintes itens: terno masculino de duas peças, terno feminino de duas peças, blazer feminino, blazer masculino, camisa feminina, camisa masculina, calça feminina e calça masculina. ...
... Resultados Estudo empírico (2022) 64% mais caro para a mulher Estudo de Duesterhaus et al. (2011) 53,7% mais caro para a mulher Estudo de Liston-Heyes (2000) 43% mais caro para a mulher Estudo do Department of Consumer Affairs (1992) 25% mais caro para a mulher Estudo do Federal Anti-Discrimination Agency (2017) Corte de cabelo curto: 55% mais caro para a mulher. Corte de cabelo longo: 72% mais caro para a mulher. ...
Evidências sobre a prática de preços mais elevados em produtos e serviços voltados ao público feminino, conhecida como pink tax, são observadas em diversos países no mundo. No Brasil, a literatura existente sobre o tema ainda é extremamente incipiente, além de focar sobretudo nos preços de produtos. Em primeiro lugar, o artigo faz uma revisão da literatura internacional e brasileira acerca do tema da pink tax. Na sequência, apresentamos os nossos próprios resultados de pesquisa. Investigamos a existência da pink tax nos serviços de lavanderia e salões de beleza das cinco maiores regiões metropolitanas do Brasil. O artigo também discute a relação entre gênero e espaço econômico, a natureza econômica da pink tax do ponto de vista da economia tradicional e o consumo feminino frente alguns estereótipos atribuídos às mulheres na contemporaneidade. Palavras-chave: Pink Tax; Desigualdade de Gênero no Mercado; Discriminação de Preços. PINK TAX: Why do women pay more than men for the same services? An exploratory study in the five largest metropolitan regions in Brazil Abstract: Evidence on the practice of higher prices on products and services for women, known as pink tax, is observed in several countries around the world. In Brazil, the existing literature on the subject is still extremely incipient, and focuses mainly on product prices. First, the article reviews the international and Brazilian literature on the subject of the pink tax. Next, we present our own research results. We investigated the existence of pink taxes in the laundry and beauty salon services in the five largest metropolitan regions of Brazil. The article also discusses the relationship between gender and economic space, the economic nature of the pink tax from the point of view of traditional economics, and women's consumption in the face of some stereotypes attributed to women in contemporaneity.
... Nesse estudo realizado na Califórnia, constatou-se a prática de preços mais elevados de corte de cabelo em 40% dos salões de beleza analisados, e em 64% dos serviços de limpeza de camisetas brancas femininas, em comparação com o preço cobrado para os homens. Posteriormente, Duesterhaus (2011) publicou um estudo realizado em cidades do sudeste dos EUA, no qual foram analisados preços para salões de beleza, lavagem a seco e produtos de cuidados pessoais. Os resultados indicaram que, de forma geral, os preços dos serviços voltados para as mulheres eram superiores àqueles direcionados aos homens em todas as categorias analisadas. ...
RESUMO Evidências sobre a prática de preços mais elevados em produtos e serviços voltados ao público feminino, conhecida como pink tax, são observadas em diversos países no mundo. No Brasil, a literatura existente sobre o tema ainda é extremamente incipiente, além de focar sobretudo nos preços de produtos. Em primeiro lugar, o artigo faz uma revisão da literatura internacional e brasileira acerca do tema da pink tax. Na sequência, apresentamos os nossos próprios resultados de pesquisa. Investigamos a existência da pink tax nos serviços de lavanderia e salões de beleza das cinco maiores regiões metropolitanas do Brasil. O artigo também discute a relação entre gênero e espaço econômico, a natureza econômica da pink tax do ponto de vista da economia tradicional e o consumo feminino frente alguns estereótipos atribuídos às mulheres na contemporaneidade. Palavras-chave: Pink Tax; Desigualdade de Gênero no Mercado; Discriminação de Preços. ABSTRACT Evidence on the practice of higher prices on products and services for women, known as pink tax, is observed in several countries around the world. In Brazil, the existing literature on the subject is still extremely incipient, and focuses mainly on product prices. First, the article reviews the international and Brazilian literature on the subject of the pink tax. Next, we present our own research results. We investigated the existence of pink taxes in the laundry and beauty salon services in the five largest metropolitan regions of Brazil. The article also discusses the relationship between gender and economic space, the economic nature of the pink tax from the point of view of traditional economics, and women's consumption in the face of some stereotypes attributed to women in contemporaneity..
... The study found Duesterhaus et al., (2011) that a person's identity is deeply rooted and expressed through purchases such as razors or deodorants. In addition to using the product, customers receive added value in the form of symbolic meaning. ...
... Each market and each segment is assumed to have a different price elasticity that allows price discrimination to occur (Ferrell et al., 2018). Duesterhaus et al., (2011) stated that price discrimination has become a practice of charging different prices to another group for identical goods or services, this has been proven to exist in different markets based on race, gender, and class. Based on the explanation above, the proposed hypothesis is H4: Price Discrimination has a significant positive effect on the Pink Tax. ...
... However, this result is supported by Antón et al., (2018) whose research results show that although price discrimination is not proven on quasi-identical products, there are still price differences for similar products. There is a wider and deeper selection aimed at products related to women compared to products aimed at men. Duesterhaus et al., (2011) stated that women believe that in general, women believe that there is a "need" for gendered products or that products marketed to men are inadequate for their needs. The research above contradicts the results of Scheland (2020) research. ...
Knowledge about the existence of this Pink Tax is still very lacking in Indonesia. The Pink Tax weakens women's purchasing power by forcing them to spend more money on their daily needs, this creates unfair gender-based pricing. This study aims to analyze the effect of gender-based pricing, gender discrimination, gendered product marketing, price discrimination, and willingness to pay Pink Tax. This research method uses a primary data approach that is distributed to 263 people respondents, with the SmartPLS tool. The results of this research conclude that gender-based pricing only has an effect on Pink Tax, while gender discrimination, gendered product marketing, price discrimination, and willingness to pay do not have a significant effect on Pink Tax. These results indicate that brands often only take the opportunity to exaggerate women's goods and are considered the norm for women's consumption. It is also stated that gender discrimination is not only manifested in the form of price but can be directed in the form of diversification.
