Analysis of the Marketing Issues and Implications Behind the Pink Tax

Ruixuan Lin

2025

Abstract

The term "pink tax" describes the widespread occurrence of gender-based pricing disparities in the contemporary consumer market, where women are often required to pay more for similar or identical goods and services. This problem worsens gender inequality and affects the economic rights of female consumers. This paper examines the marketing strategies behind the pink tax, including gender-based pricing, market segmentation, and target marketing, and explores its impact on consumer behaviour and social equity. The findings indicate that the existence of the pink tax stems from firms' use of gender differences in product pricing, which is further reinforced by consumers' social identity mentality and gender stereotypes. In addition, the lack of market regulation and consumer rights awareness contributes to the persistence of the pink tax across several industries. To address this issue, this paper proposes policy and regulatory improvements, corporate pricing strategy adjustments, and the enhancement of consumer rights awareness to promote market fairness and gender equality.

Paper Citation

in Harvard Style

Lin R. (2025). Analysis of the Marketing Issues and Implications Behind the Pink Tax. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 668-672. DOI: 10.5220/0014150400004942

in Bibtex Style

@conference{apmm25,
author={Ruixuan Lin},
title={Analysis of the Marketing Issues and Implications Behind the Pink Tax},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={668-672},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014150400004942},
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 - Analysis of the Marketing Issues and Implications Behind the Pink Tax
SN - 978-989-758-791-7
AU - Lin R.
PY - 2025
SP - 668
EP - 672
DO - 10.5220/0014150400004942
PB - SciTePress