Pink Tax and Gender-Based Pricing Strategy: Psychological Drive and Strategies on Female Consumption Behavior

Yuming Yang

2025

Abstract

Now, the female consumer groups are facing a consumption state that many product brands are priced according to male and female market differentiation, which belongs to the price discrimination for female consumers and is also called the “Pink Tax”. This phenomenon has gradually attracted the attention of consumers. Therefore, this paper adopts the case study method and selects L'Oreal marketing cases to deeply analyze the brand strategy and social influence behind gender-based pricing, explore the psychological drive and perception of female consumers, and discuss the response of brands to this phenomenon. The study found that emotional marketing can synergistically influence gender-based pricing. The psychological cognition and decision-making mechanism of female consumers can be affected in many ways, the gender-based pricing is not optimistic about the brand trust and loyalty from the long-term influence, so the phenomenon of “Pink Tax” can not only increase the female’s economic burden but also affect the public order in the market consumption, so the brand pricing shall be reasonably optimized to make the market consumption form into a good circulation, also benefit for maintaining the gender equality in society.

Paper Citation

in Harvard Style

Yang Y. (2025). Pink Tax and Gender-Based Pricing Strategy: Psychological Drive and Strategies on Female Consumption Behavior. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 328-332. DOI: 10.5220/0014113400004942

in Bibtex Style

@conference{apmm25,
author={Yuming Yang},
title={Pink Tax and Gender-Based Pricing Strategy: Psychological Drive and Strategies on Female Consumption Behavior},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={328-332},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014113400004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - Pink Tax and Gender-Based Pricing Strategy: Psychological Drive and Strategies on Female Consumption Behavior
SN - 978-989-758-791-7
AU - Yang Y.
PY - 2025
SP - 328
EP - 332
DO - 10.5220/0014113400004942
PB - SciTePress