CORPORATE SOCIAL RESPONSIBILITY IN RETAIL UNDER
CURRENT CHALLENGES

Olena BOZULENKO

Chernivtsi Institute of Trade and Economics of SUTE, Chernivtsi

https://orcid.org/0000-0002-1825-4936

Yurii CHAPLINSKYІ

Yuriy Fedkovych Chernivtsi National University, Chernivtsi

https://orcid.org/0000-0002-1912-4447

DOI: http://doi.org/10.34025/2310-8185-2025-3.99.07

Keywords: corporate social responsibility, retail, sustainable development, strategic management, consumers, ESG approaches, economic security, humanitarian support, post-war recovery, competitiveness.

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Summary

In the context of globalization, digitalization, and growing social expectations, corporate social responsibility (CSR) in retail is undergoing a profound transformation – from a reputational tool to an essential element of strategic management. Russia’s full-scale invasion of Ukraine has significantly shifted the CSR agenda toward direct humanitarian assistance, support for vulnerable groups, and community engagement. The work examines the evolution of CSR in the Ukrainian retail sector, identifying key trends, challenges, and strategic approaches to implementation. The research is grounded in the analysis of scientific literature, public data from leading retail chains (ATB, NOVUS, METRO, and Aurora), and strategic regulatory documents guiding sustainable development and responsible business conduct.

The study applies comparative, systemic, and descriptive methods to explore the transition from traditional, PR-driven CSR to integrated, ESG-based models focused on long-term stakeholder engagement, ecological responsibility, and institutional transparency. Particular attention is paid to post-war expectations, including the role of retail in rebuilding critical infrastructure, enhancing social cohesion, and strengthening regional partnerships.

The findings highlight the need to develop a unified methodology for CSR assessment tailored to the specifics of the retail sector and Ukraine’s post-conflict context. Retailers are increasingly incorporating sustainable practices, digital communication tools, and inclusive policies into their operational strategies. The practical value of the study lies in outlining strategic CSR trends for businesses operating under crisis conditions and offering recommendations for institutionalizing CSR within corporate governance systems. Future research should focus on measuring the impact of CSR on competitiveness and its contribution to Ukraine’s economic recovery and resilience.

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Biographies of authors:

Olena BOZULENKO,

Chernivtsi Institute of Trade and Economics of SUTE

Candidate of Economic Sciences, Associate Professor

Associate Professor Department of Management, Marketing and Logistics

Yurii CHAPLINSKYІ,

Yuriy Fedkovych Chernivtsi National University

Candidate of Economic Sciences, Associate Professor

Associate Professor Department of Marketing, Innovation and

Regional Development

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