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

One of the features of pink marketing is the usage of the color pink in women's products. However, this marketing strategy often employs pink tax, an extra amount charged to women's products even though the products are similar or equal in benefit to men's; the only difference is the color. In the Philippines, the pink tax is not yet explored. The study aimed to explore the extent of awareness, driving factors, and overall perception of Filipina youth consumers on pink tax caused by the practice of pink marketing. The study employed a qualitative descriptive research design. Thematic analysis revealed personal experiences of the respondents permeated the concept, corroborating previous literature and studies. The study concludes respondent Filipina Youth Consumers are aware of pink tax but only to the extent of definition and practice as observed in different products. They are not willing to buy products with pink tax as caused by the pink marketing strategy; however, the quality and the social and cultural norm with regard to gender schema are the driving factors to purchase. Negative perceptions outweigh the positive ones as it is viewed to be discriminatory, against equality and a way of deceiving and exploiting women consumers by the companies incorporating pink tax into their pink marketing strategy and respondents perceived that the concept should be addressed. The researchers recommend that the policymaking bodies study the matter to promote the value of women as consumers and contributors to the economy. They can use this research for policymaking or reference to review existing consumer and business laws for improvement.