Abstract
The relevance of the study of charity and volunteering in trade is associated with their distribution in trade practice with simultaneous assistance from the state. The main driver that encourages traders to solve social problems is the need for a stable positive business reputation. In this regard, the study is aimed at assessing the compliance of the practice of charity and volunteering in the trading business with the expectations of society. At the first stage, the practice of charity and volunteering in trade was summarized using the example of subjects - operators of federal retail chains and online stores, at the second stage, opinions about charity and volunteering in trade were revealed by students of the «Trading business» direction, who are real or potential trade workers and consumers . The results of the analysis of the practice and its perception by the society (its part), as well as their comparison with each other, made it possible to identify such directions for the further development of charity and volunteering that meet the expectations of the society and thereby help strengthen the business reputation of trade entities.
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