THE PINK TAX IN CONSUMER BEHAVIOR FOR PERSONAL CARE PRODUCTS

• Main Author: Naura Pramesti, Adenia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85855
• Institution: Institut Teknologi Bandung

This study investigates consumer perceptions of the "pink tax" - higher prices for women's personal care products compared to similar men's products - in Indonesia. A mixed-methods approach was employed, involving semi-structured interviews with 10 women who frequently purchase personal care products and have either been knowledgeable about the concept of pink tax, heard about gender-based pricing, or personally experienced price differences in personal care products for men and women. Additionally, quantitative surveys were distributed to 254 women. The research aims to identify consumer perceptions of the pink tax pricing and assess how the pink tax shapes purchasing behavior. Interview data was analyzed using open coding with color coding, and triangulated with findings from the literature review. Survey data was analyzed using descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings will contribute to understanding the landscape of the pink tax in Indonesia and its influence on consumer behavior, informing efforts to promote fairer pricing practices in the personal care product industry. The results reveal that consumers generally perceive the pink tax as unfair and exploitative, influencing their purchasing behavior and attitudes towards gender-neutral products. By shedding light on consumer attitudes and behaviors, this study can inform brands in the industry in developing strategies to mitigate the effects of the pink tax and promote gender equality in pricing.