粉红税:国际产品中的一种性别认同形式?

Diavika Febriyanti, Wisnu Yuwono
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引用次数: 1

摘要

在印尼,人们对粉红税的存在仍然知之甚少。“粉红税”削弱了女性的购买力,迫使她们在日常需求上花更多的钱,这造成了不公平的基于性别的定价。本研究旨在分析性别定价、性别歧视、性别产品营销、价格歧视和粉红税意愿的影响。本研究方法使用的主要数据方法是分布到263人的受访者,与SmartPLS工具。研究结果表明,基于性别的定价只对粉红税有影响,而性别歧视、性别产品营销、价格歧视和支付意愿对粉红税没有显著影响。这些结果表明,品牌往往只是利用机会夸大女性产品,并被认为是女性消费的标准。还指出,性别歧视不仅以价格的形式表现出来,而且可以以多样化的形式加以指导。
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Pink Tax: As a Form of Gender Identity in International Products?
Knowledge about the existence of this Pink Tax is still very lacking in Indonesia. The Pink Tax weakens women's purchasing power by forcing them to spend more money on their daily needs, this creates unfair gender-based pricing. This study aims to analyze the effect of gender-based pricing, gender discrimination, gendered product marketing, price discrimination, and willingness to pay Pink Tax. This research method uses a primary data approach that is distributed to 263 people respondents, with the SmartPLS tool. The results of this research conclude that gender-based pricing only has an effect on Pink Tax, while gender discrimination, gendered product marketing, price discrimination, and willingness to pay do not have a significant effect on Pink Tax. These results indicate that brands often only take the opportunity to exaggerate women's goods and are considered the norm for women's consumption. It is also stated that gender discrimination is not only manifested in the form of price but can be directed in the form of diversification.
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