This research examines how female and male consumers in Germany respond to the "pink tax," which refers to the higher prices charged for female versions of products. The study uses a 2x2 factorial design experiment to test the interaction between the pink tax, price fairness perception, and gender. Participants were presented with two scenarios: one showing the same price for both male and female versions of a product, and another showing a higher price for the female version. The results indicate that women have a marginally stronger negative perception of price fairness when presented with the higher price, suggesting that the pink tax has a more significant impact on women's perception of price fairness compared to men. The study provides insights into consumer behavior and offers practical implications for retailers and marketers engaged in gender-based segmentation. It also highlights the importance of understanding how consumers evaluate price differences and the potential negative effects on purchase intentions.This research examines how female and male consumers in Germany respond to the "pink tax," which refers to the higher prices charged for female versions of products. The study uses a 2x2 factorial design experiment to test the interaction between the pink tax, price fairness perception, and gender. Participants were presented with two scenarios: one showing the same price for both male and female versions of a product, and another showing a higher price for the female version. The results indicate that women have a marginally stronger negative perception of price fairness when presented with the higher price, suggesting that the pink tax has a more significant impact on women's perception of price fairness compared to men. The study provides insights into consumer behavior and offers practical implications for retailers and marketers engaged in gender-based segmentation. It also highlights the importance of understanding how consumers evaluate price differences and the potential negative effects on purchase intentions.