O preço é alto, a cor é pink: quanto custa ser mulher?

Abstract

The article investigates gender inequality in the consumer market, with an emphasis on the “Pink Tax,” considered an unfair economic practice in which products and services of equal quality are sold at different prices to female and male consumers. The study aims to analyze price disparities in the five largest OECD economies and in emerging BRICS+ countries. Price data were collected from e-commerce platforms such as Amazon, Takealot, Jingdong, and Wildberries. The sample includes 400 products for daily use and personal hygiene, such as razors and deodorants, allowing for a comparative analysis across different economic and social contexts. The main findings indicate that the Pink Tax is present in several countries, with varying degrees of intensity depending on the level of economic development. More developed economies tend to show smaller differences, whereas in emerging countries, disparities are more pronounced. The research highlights the need for greater awareness of this practice, emphasizing its connection to the United Nations Sustainable Development Goal (SDG) 5, which aims to achieve gender equality. Furthermore, understanding and eliminating the Pink Tax could represent a significant step toward economic justice for women.