Structured Abstract: Anger, Willingness, or Clueless? Understanding Why Women Pay a Pink Tax on the Products They Consume

Abstract

Recently, a phenomenon known as the pink tax has come to the forefront of the fight for women’s equity. Women often pay more than men for equivalent products particularly when products are targeted toward women (Duesterhaus et al. 2011). In fact, gender-based pricing is estimated to cost female consumers in the USA upward of $1400 a year (Forbes 2012).