Gender-Based Pricing in Consumer Packaged Goods: A Pink Tax?

36 Pages Posted: 12 Jul 2021 Last revised: 23 May 2022

Date Written: December 16, 2021

Abstract

This paper provides evidence on price disparities for personal care products targeted at different genders using a national dataset of grocery, convenience, drugstore, and mass merchandiser sales. We find that women’s products are more expensive in some categories (e.g., deodorant) but less expensive in others (e.g., razors). Further, in an apples-to-apples comparison of women’s and men’s products with similar ingredients, the women’s variant is less expensive in three out of five categories. Our results call into question the need for and efficacy of recently proposed and enacted legislation mandating price parity across gendered products.

Keywords: Price Discrimination, Gender, Pink Tax

JEL Classification: L66, M31, D63

Suggested Citation

Moshary, Sarah and Tuchman, Anna and Bhatia, Natasha, Gender-Based Pricing in Consumer Packaged Goods: A Pink Tax? (December 16, 2021). Available at SSRN: https://ssrn.com/abstract=3882214 or http://dx.doi.org/10.2139/ssrn.3882214

Sarah Moshary (Contact Author)

University of Chicago - Booth School of Business ( email )

5807 S. Woodlawn Avenue
Chicago, IL 60637
United States

Anna Tuchman

Northwestern - Kellogg ( email )

Kellogg School of Management
2001 Sheridan Rd.
Evanston, IL 60208
United States

Natasha Bhatia

Cornerstone Research ( email )

181 W Madison Street 43rd Floor
Chicago, IL 60602
United States
2143353065 (Phone)

Northwestern University - Kellogg School of Management ( email )

2001 Sheridan Rd.
Evanston, IL 60208
United States

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