Willing to shop like a (wo)man? : A consumer perspective on the perception of Pink Tax

Abstract: Title: Willing to shop like a (wo)man? - A consumer perspective on the perception of Pink Tax Subject: Bachelor thesis in business administration, 15 hp Authors: Maja Eriksson & Elina Magnusson Purpose: The purpose of this study is, therefore, to compare the perceptions about the Pink Tax between men and women in Sweden, including how the price influences the willingness to buy as well as perceived price fairness and perception of gendered products. Methodology: The study was conducted by qualitative interviews with a semi structured interview. 8 respondents within the ages of 20-25 were interviewed. Empirical findings: Swedish men and women both perceive Pink Tax as discriminatory and unethical. They also share an understanding of the potential consequences of the issue. Both men and women are heavily influenced by the gender specification of products and gender based marketing. Women have a more extensive awareness of the Pink Tax and the price discrimination it causes. Men however, understand the reasonings behind gender based pricing to a greater extent than women do. Women are more likely to purchase items marketed towards the opposite sex than men are. Lastly, men and women’s shopping behaviors are based on internal and external factors such as the involvement of products and personal values, rather than solely being distinguished by their gender. Limitations: Due to the limited time frame given, the respondents for the empirical study had to be limited, making it more difficult to generalize the results on the entire swedish population within the ages 20-25. Implications: Bringing attention to the unexplored issue of perception of the Pink Tax on the Swedish market is something this study aims to shine a light on. In the hope of stimulating the conversation of the Pink Tax, the society could become more aware of this subject, provoking action from companies as well as legislators in addition to increasing the knowledge among consumers.  Key words: Pink Tax, price discrimination, gender based pricing, perception, pricing, purchases, gender, men, women and Sweden.