Attitude towards Pink Tax in the Indian Population: A Gender-Based Analysis

Abstract

The aim of this study is to analyse the trend in attitude towards pink tax among men and women in the Indian population. Gender-based pricing discrimination, known as “pink tax,” unfairly charges women more for products compared to men, regardless of quality. This perpetuates gender inequality, infringes on consumer rights, and worsens economic disparities, particularly by widening the already existing gender pay gap. Dismantling the pink tax extends beyond individual financial burdens, becoming crucial for achieving broader societal and economic justice. The focus of this study is to analyse the gendered perspectives on pink tax which offers valuable insights into the public perception of this discriminatory practice. These insights are crucial for informing societal changes and promoting fair and equitable consumer practices. It was hypothesised that there is no significant trend in the attitudes of men and women towards the fairness of the pink tax. A sample of 90 men and 90 women aged 18 and above from India was selected for the study, using convenience sampling. Survey method was adopted for data collection, and data statistically analysed. Results and implications are discussed.