THE INFLUENCE OF PERCEIVE VALUE ON CONSUMER’S WILLING TO PAY PREMIUM FOR GENDER-NEUTRAL FRAGRANCES

Abstract

This study aims to examine the influence of perceived value on consumers’ willingness to pay a premium for gender-neutral fragrances, a market segment that is projected to grow significantly in the future. The research adopted a quantitative methodology, collecting data through online questionnaires from a sample of 400 respondents and analyzing the data using SPSS software. The results showed that four types of perceived value—functional, emotional, social, and epistemic value—all had a significant influence on willingness to pay a premium price (p < 0.05). Among them, epistemic value had the strongest effect (β = 0.294), followed by social value (β = 0.292), functional value (β = 0.148), and emotional value (β = 0.118). The model explained 48.0% of the variation in consumers’ willingness to pay. Demographic analysis showed that gender, marital status, and income significantly affected willingness to pay (p < 0.05), while age, education, and occupation did not. Interestingly, respondents who identified as gender-diverse or non-binary were more willing to pay premium prices than those identifying as male or female. These findings suggest that consumers value uniqueness, new experiences, and self-expression through gender-neutral fragrances. Perfume brands can use this insight to create products and marketing strategies that better connect with these consumers, potentially increasing satisfaction and brand loyalty.