KADIN OLMANIN BEDELİ “PEMBE VERGİ”: CİNSİYETE GÖRE TÜKETİCİ ALGILARI VE TEPKİLERİ

Abstract

Pembe vergi, benzer ürünlerde kadın tüketicilerden erkeklere kıyasla daha fazla ücret alınmasıdır. Bu çalışmada, Türkiye’de 18 yaş ve üzeri 415 tüketiciden çevrim içi anketle elde edilen verilerle pembe vergiye ilişkin farkındalık, tutum ve adalet algılarının cinsiyete göre farklılığı incelenmiştir. Analizlerde Ki-kare ve Mann-Whitney U testleri kullanılmıştır. Bulgular, kadınların fiyat farklılıklarını daha çok fark ettiğini, daha adaletsiz bulduğunu ve daha fazla tepki verdiğini göstermektedir. Sonuçlar, pembe vergiye dair toplumsal farkındalık ve yasal düzenleme gerekliliğine dair önemli ipuçları sunmaktadır. Pembe vergi, görünmeyen ama yaygın bir ekonomik ayrımcılık biçimidir. Bu araştırma, algılanan ayrımcılığı ortaya koyarak sadece kadınların daha fazla ödediğini değil, aynı zamanda bu durumun adalet algılarını zedelediğini, tüketici güvenini sarstığını ve toplumsal eşitsizliği artırdığını göstermektedir.

Keywords

• Pembe Vergi
• Cinsiyete Dayalı Fiyat
• Fiyat Ayrımcılığı
• Toplumsal Cinsiyet
• Adalet Algısı

THE COST OF BEING A WOMAN “PINK TAX”: CONSUMER PERCEPTIONS AND RESPONSES BASED ON GENDER

Abstract

The pink tax refers to the practice of charging women more than men for similar products. This study investigates the differences in awareness, attitudes, and perceptions of fairness regarding the pink tax based on gender, using data collected via an online survey from 415 consumers aged 18 and over in Türkiye. Chi-square and Mann-Whitney U tests were used in the analyses. The findings indicate that women are more likely to notice price differences, perceive them as more unjust, and react more strongly. The results provide important insights into the need for greater public awareness and regulatory action concerning the pink tax. The pink tax is an invisible but widespread form of economic discrimination. This study reveals perceived discrimination, showing that not only do women pay more, but this situation also undermines their sense of justice, damages consumer confidence, and increases social inequality.

Keywords

• Pink Tax
• Gender-based Pricing
• Price Discrimination
• Gender
• Perception of Fairness

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