Chinese College Students’ Understanding of the Pink Tax: Analyzing Awareness Levels and Contributing Factors

Abstract

This study investigates Chinese college students’ awareness of the “pink tax”, a gender-based pricing phenomenon where female-oriented products cost more despite having similar functions as male-oriented counterparts. Drawing on attribution theory, the research examines both internal factors (such as gender, personal values, and consumption habits) and external influences (such as media exposure and cultural norms) that shape students’ awareness. Employing a mixed-methods design, the study integrates a large-scale questionnaire with semi-structured interviews across five awareness levels. Quantitative data reveal varying levels of pink tax awareness, while qualitative interviews explore the deeper reasons behind these perceptions. The study highlights a general lack of in-depth understanding and legal literacy about the pink tax, calling for enhanced consumer education and legislative efforts. The study concludes that increased awareness is essential for promoting fair pricing and gender equality in the Chinese consumer market.