Keywords
Student Shoppers
Theory of Planned Behavior
Consumer Awareness
How to Cite
Abstract
This study investigates students’ perceived awareness of the Pink Tax and their willingness to pay the associated Pink Premium, using the Theory of Planned Behavior (TPB) as the guiding theoretical framework. A total of 100 undergraduate and postgraduate students participated in the survey, which employed a standardized questionnaire. The study aimed to explore gender-based differences in willingness to pay, variations in awareness based on academic level, and the influence of TPB constructs—attitude, subjective norms, and perceived behavioral control—on willingness to pay. Independent samples t-tests revealed no statistically significant differences in willingness to pay between male and female students, nor in awareness levels between undergraduate and postgraduate participants. However, multiple regression analysis confirmed that all three TPB components significantly predicted willingness to pay, with perceived behavioral control emerging as the strongest predictor. These findings suggest that psychological and behavioral factors exert a greater influence than demographic variables in shaping students’ responses to gender-based pricing. The study concludes with policy and educational recommendations aimed at enhancing consumer awareness and promoting gender equality, and calls for future research involving larger and more diverse samples.
References
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