Gender Role Reversal in Gig Economy Households: A Sociological Insight from Southeast Asia with Evidence from Pakistan

Umar Daraz (), Štefan Bojnec () and Younas Khan
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Umar Daraz: Department of Sociology, University of Malakand, Chakdara 18800, Pakistan
Štefan Bojnec: Faculty of Management, University of Primorska, Izolska vrata 2, SI-6000 Koper, Slovenia
Younas Khan: School of Business, East China University of Science and Technology, Shanghai 200237, China

Societies, 2025, vol. 15, issue 10, 1-24

Abstract: The rapid growth of the gig economy and digital platforms is challenging traditional gender roles, particularly in developing countries where structural inequalities continue to shape labor and household dynamics. Despite growing global interest in gender equity and digital inclusion, limited research has examined how gig work, digital access, and women’s income contributions interact to influence household gender dynamics within culturally conservative contexts. This study aimed to investigate the multidimensional impacts of women’s participation in gig work on time use redistribution, intra-household decision making, gender ideology, and role reversal within households in Pakistan. Using a cross-sectional survey design, data were collected from a representative sample of married couples engaged in the gig economy across urban and peri-urban areas of Pakistan. A quantitative analysis was conducted employing a combination of an analysis of variance, ordinal logistic regression, hierarchical multiple regression, and structural equation modeling to evaluate the direct and indirect relationships between constructs. The findings revealed that women’s gig work participation significantly predicted enhanced digital access, greater income contributions, and increased intra-household decision-making power. These, in turn, contributed to a measurable shift in gender ideology toward equality norms and a partial reversal of traditional gender roles, particularly in household labor division. The study concludes that the intersection of economic participation and digital empowerment serves as a catalyst for progressive gender restructuring within households. Policy implications include the need for gender-responsive labor policies, investment in digital infrastructure, and targeted interventions to support empowering women in non-traditional work roles.

Keywords: gig economy; digital inclusion; women’s empowerment; gender ideology; intra-household decision making; role reversal (search for similar items in EconPapers)
JEL-codes: A13 A14 P P0 P1 P2 P3 P4 P5 Z1 (search for similar items in EconPapers)
Date: 2025
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