Home⇛Sukisok⇛vol. 4 no. 1 (2024)

Pink Tax and Feminine Branding: Awareness, Motivations, and Perception of Filipina Youth Consumers in Cauayan City, Isabela

Danica R. Tuliao | Joshua V. Mariano | Jaime B. Reyes | Joan A. Quilang

Discipline: management studies

 

Abstract:

This study investigated the level of awareness, motivating factors, and overall perception of Filipina youth regarding the pink tax, a pricing phenomenon wherein products marketed to women, often using the color pink, were more expensive than comparable men’s products. Despite the prevalence of pink marketing strategies, the pink tax remained underexplored in the Philippines. The study aimed to understand the extent of awareness, driving factors, and overall perception of Filipina youth on the pink tax, as well as the correlations among awareness, driving factors, and perception of pink products affected by pink tax, caused by pink marketing strategies. A quantitative-descriptive research design was employed, with a correlational research design used to identify relationships among variables, such as respondents' awareness of pink tax, motivating factors influencing their purchase of pink products, and their overall perception. The study concluded that Filipina youth consumers were aware of feminine branding and pink marketing strategies, as well as the pink tax applied to products intended for women. Awareness primarily came from their use of social media platforms such as Facebook, Twitter, Instagram, and YouTube. The study revealed a significant positive correlation between awareness of feminine branding, pink products, and pink tax, along with driving factors influencing respondents' purchase decisions and their overall perception of pink tax. It also found that awareness of feminine branding and pink tax influenced respondents' perspectives on whether pink tax had positive or negative effects. Those perceiving pink tax positively believed pink products were higher quality, while those perceiving it negatively found it unfair, insulting, and discriminatory. The study recommended that the government, particularly the legislative body, study the impact of pink tax on consumers and utilize this research to develop relevant legislation addressing the pink tax phenomenon.



References:

  1. Abdou, D. S. (2019). Gender-based price discrimination: The cost of being a woman. Proceedings of Business and Economic Studies. https://doi.org/10.26689/pbes.v2i5.729
  2. Alubaidi, A. (2016). The role of ethical behavior on pink marketing. Iraq: Kufa University Press.
  3. Ananya, A. (2022, September 9). The impact of pink tax on women. International Journal of Education and Research, 10(9), 17. https://doi.org/0000-0002-4186-0686
  4. Bessendorf, A. (2015). From the cradle to the cane: The cost of being a female customer. A study of gender pricing in New York City. Retrieved from https://www.nyc.gov/assets/dca/downloads/pdf/partners/Study-of-Gender- Pricing-in-NYC.pdf
  5. Chen, X., & Qasim, H. (2021, September). Does E - brand experience matter in the consumer market? Explaining the impact of social media marketing activities on consumer based brand equity and love. Journal of Consumer Behaviour, 20(5), 1065-1077.
  6. Chua, A. B. S., Hidalgo, A. M., Huyo-a, J. J. D., & Santos, A. J. G. (2022). Pink power: The extent of awareness, driving factors, and overall perception of Filipina youth consumers in Metro Manila, Philippines on pink tax caused by pink marketing strategy. Journal of Business and Management Studies, 278. Retrieved December 21, 2023, from https://www.al-kindipublisher.com/index.php/jbms
  7. Habbal, H. L. (2020, April 27). An economic analysis of the pink tax. Lake Forest College Publications.
  8. Johnson, J. S. (2015, November 13). Improving online panel data usage in sales research. Journal of Personal Selling & Sales Management, 36(1), 74-85. https://doi.org/10.1080/08853134.2015.1111611
  9. Kardetoft, M. (2022). The pink tax: An investigation of gender-based price discrimination in the Swedish market for personal hygiene products. Economics and Business, 37. Retrieved December 30, 2023, from https://www.diva-portal.org/smash/record.jsf?pid=diva2%3A1668432&dswid=3081
  10. Kodžoman, D., Hladnik, A., Čuden, A. P., & Čok, V. (2021, June 28). Exploring color attractiveness and its relevance to fashion. Color Research & Application, 47(1), 182-193. https://doi.org/10.1002/col.22705
  11. Kumar, R. B., & Prathyusha, S. (2023, November). Pink tax: The quantum leap for gender equality. International Journal of Science and Research, 12(11), 1080-1088. https://doi.org/10.21275/SR231114102457
  12. Kutu, F. I., Olajide, O., & Kutu, J. O. (2022, May). Awareness, accessibility, and challenges of social media as experienced by postgraduate information studies students, University of KwaZulu-Natal during the COVID-19 pandemic lockdown. Library Philosophy and Practice (e-journal). https://digitalcommons.unl.edu/libphilprac/7090
  13. Li, Y., Li, Z., Liu, Y., & Teng, Y. (2015). The impact of women consumers' psychology and behavior on marketing strategies. International Symposium on Social Science, 405-408.
  14. Massoudi, A. H. (2020, October). The vital role of pink marketing in the creation of women loyalty. International Journal of Social Sciences and Economic Review, 2(2), 28-37. https://doi.org/10.36923/ijsser.v2i3.74
  15. Massoudi, A. H., Jameel, A. S., & Ammad, A. R. (2020, June). Stimulating organizational citizenship behavior by applying organizational commitment and satisfaction. International Journal of Social Sciences and Economic Review, 2(2), 20-27. https://doi.org/10.36923/ijsser.v2i2.58
  16. Moshary, S., Tuchman, A., & Vajravelu, N. (2023, July 18). Gender-based pricing in consumer packaged goods: A pink tax? Marketing Science. https://doi.org/10.1287/mksc.2023.1452
  17. Ridgway, J., & Myers, B. (2014, January 21). A study on brand personality: Consumers' perceptions of colors used in fashion brand logos. International Journal of Fashion Design, Technology and Education, 7(1), 50-57. https://doi.org/10.1080/17543266.2013.877987
  18. Sanadhya, N. (2022, April). Pink tax and pink marketing: Understanding, awareness, solution. Doctoral dissertation, School of Petroleum Management. Retrieved January 03, 2023, from http://localhost:8080/xmlui/handle/123456789/508
  19. Vacas de Carvalho, L., Azar, S. L., & Machado, J. C. (2020, March). Bridging the gap between brand gender and brand loyalty on social media: Exploring the mediating effects. Journal of Marketing Management, 36(2), 1-28. https://doi.org/10.1080/0267257X.2020.1740293
  20. Wang, Z., & Kim, H. G. (2017, August). Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive Marketing, 39, 15-26. https://doi.org/10.1016/j.intmar.2017.02.002.
  21. Zarei, G., & Ebrahimi Kharajo, V. (2022). The role of pink marketing mixed elements in women's cosmetic purchase decision. Journal of Woman and Culture, 14(54), 1-14. https://doi.org/20.1001.1.20088426.1401.14.54.1.8

Tools


Copyright © 2025  KITE Digital Educational Solutions |  Exclusively distributed by CE-Logic