Purpose -The purpose of this paper is to broaden the domain of the gender pay gap research by exploring individuals' perceptions of it. Examining the factors that have an impact on the way individuals perceive the gender pay gap helps answering the question of why it persists and how to overcome it. Design/methodology/approach -The paper provides a conceptual model of the factors proposed to influence individuals' perceptions of the gender pay gap by adopting social comparison, equity, occupational socialization, relative deprivation, expectancy and social dominance theories as well gender socialization perspective. Findings -According to the conceptual framework, such individual factors as pay expectations, gender role orientation, perceived pay fairness, gender, age, marital status and education facilitate the perceived gender pay gap. Furthermore, gender composition of employment sector and occupational status predict individuals' perceptions of the gender pay gap. Finally, welfare state regime and the degree of public awareness constitute the perceived gender pay gap. Practical implications -Besides, the obvious suggestion of eliminating the gender pay gap, the paper suggests that more efforts should be made by media and governments to discuss the concept of the gender pay gap and make women aware of their rights and opportunities. Originality/value -The main of this paper is that it draws together different theoretical perspectives into the model of the perceived gender pay gap.