Research Details

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.

Type

Article

Author(s)

Sarah Moshary, Anna Tuchman, Natasha Bhatia

Date Published

2023

Citations

Moshary, Sarah, Anna Tuchman, and Natasha Bhatia. 2023. Gender-Based Pricing in Consumer Packaged Goods: A Pink Tax?. Marketing Science.