Abstract
This paper investigates the root reasons behind the “pink tax” issue in China from the perspective of economics and psychology. In recent years, consumers in China became paying attention to this issue due to the rise of the gender awareness in the younger generation. Because of that, social medial influencers, researchers, and journalists started investigating this issue as well. Therefore, discussing the causes and the effects of the “pink tax” has meaningful values for not only the consumers but also the enterprises and government. By integrating the existing research and case studies of the female products and services that are charged higher prices, the study underscores the gender stereotypical phenomenon that women suffer and the imperativeness to work out practical solutions from different entities – the government policymakers, the business organizations, and individuals – to tackle the economic disparities and advocate gender equality and inclusive development of the consumer goods industry in China.
Published Version
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