Customers' gender differences as a basis for communication CSR politics' construction (example of food-retail in Italy)

The aim of the research is to enhance the knowledge about consumers’ attitude towards corporate social responsibility (CSR) in food retail sector in Italy. The article discloses the existence of differences in male and female perception of three parts of CSR company activities – economic, social and environmental. The main informational sources of company’s CSR politics are determined and the level of the trust in them is measured according to questionnaire responses. The results of the research might be used to develop the method to diversify more effective and precise communication with customers depending on their gender.