Key Social Norms Take-aways Social norms surrounding transactional sex (kudanga) in Tanzania both stigmatize women and normalize their subordination, creating a paradox where the practice is widely condemned yet structurally reinforced. The discussion highlights that norms rooted in gender inequality—such as expectations that men provide and women reciprocate with sex—legitimize male control, constrain women’s agency, and normalize gender-based violence. Women internalize these norms, often believing violence is deserved or inevitable. Importantly, the study underscores that shifting individual behavior alone is insufficient; broader community-level norms, stigma, and structural inequalities must be addressed to reduce harm and improve women’s safety and agency.

Objectives The study aimed to explore the meaning of kudanga (a form of transactional sex) and examine perceived community attitudes and norms surrounding it, as well as how the internalization of norms related to gender-based violence shapes the experiences of young women engaging in this practice.

Methods The study used qualitative methods, specifically six focus group discussions with 37 young women in Dar es Salaam, Tanzania, drawn from social networks identified through a larger mixed-methods study. Thematic content analysis was conducted to examine perceptions of kudanga, community norms, and experiences of gender-based violence. Social norms were explored through participants’ descriptions of community attitudes (descriptive norms), expectations and judgments (injunctive norms), and internalized beliefs about acceptable behavior and violence.

Results Participants described kudanga as a complex practice shaped by economic necessity and social aspirations. Community norms were strongly negative, with women who engaged in kudanga stigmatized and labeled as immoral. At the same time, norms reinforced male dominance: once goods were exchanged, women were expected to provide sex, and failure to do so justified violence. Condom use was stigmatized, limiting women’s ability to negotiate safe sex. Women reported that violence—including forced sex and physical abuse—was widely normalized in both primary and transactional relationships, often perceived as a consequence of disrespecting men. Despite these risks, many women viewed kudanga as one of the few viable options for economic survival.

Conclusions The study concludes that transactional sex practices like kudanga are embedded within broader systems of gender inequality and social norms that sustain women’s vulnerability. Efforts to reduce HIV risk and gender-based violence must go beyond economic empowerment to address stigma, shift harmful gender norms, and engage communities—including men and leaders—in promoting more equitable relationships and safer environments for women.