Current Situation and Impact of the Pink Tax to Female Consumers - Some Policy Implications

Abstract

Pink tax refers to the fact that products marketed towards female consumers tend to be pricier than male equivalents. This phenomenon has provoked criticism from consumers all over the world and become one of the most popular topics of academics in the marketing field in recent years. In Vietnam, to the best of the author’s knowledge, no document or study on the topic can be found. Given the situation, this paper aims at conducting a literature review on pink tax by examining previous studies and then suggesting future research in Vietnam.