Closing the gender wage gap: strategies for mitigating the effect of gender on pricing decisions

The United Nations emphasizes gender equality as one of its top Sustainable Development Goals, focusing on addressing the gender wage gap. Thus, this research aims to close the gender wage gap by assessing gender differences in price-setting behaviors for gig workers and examining the underlying mechanisms. Two experimental studies reveal that females set lower prices than males for comparable services. Furthermore, an intervention shows that, after exposure to marketplace pricing information, females – but not males – increase their prices. This research supports the U.N. goals and has significant implications for businesses seeking to enhance profitability while promoting gender wage equality.