The study aims to defi ne the role of various marketing practices of companies operating in building broad-scope trust toward business in Russia. The results of an online survey among generation Z consumers demonstrate that consumers give a relatively higher rating to such aspects of marketing practices as product quality and retailing, while pricing and advertising practices received the lowest rating. About half of the respondents expressed their trust toward business. Besides, a positive evaluation of pricing, product quality, and retailing contribute to the consumer trust toward business, while after-sales service and advertising do not have a signifi cant impact on broad-scope trust. The results do not diff er among consumers with diff erent sex, income, and educational level, that indicates the homogeneity of the examines sample of generation Z consumers. Extant results can be used to form a market policy implemented at the level of both the state and self-regulatory professional associations, which is aimed at improving the “lagging” aspects of marketing practice to improve an economic and social well-being in the society.
Several approaches to the concept of fatherhood present in Western sociological tradition are analyzed and compared: biological determinism, social constructivism and biosocial theory. The problematics of fatherhood and men’s parental practices is marginalized in modern Russian social research devoted to family and this fact makes the traditional inequality in family relations, when the father’s role is considered secondary compared to that of mother, even stronger. However, in Western critical men’s studies several stages can be outlined: the development of “sex roles” paradigm (biological determinism), the emergence of the hegemonic masculinity concept, inter-disciplinary stage (biosocial theory). According to the approach of biological determinism, the role of a father is that of the patriarch, he continues the family line and serves as a model for his ascendants. Social constructivism looks into man’s functions in the family from the point of view of masculine pressure and establishing hegemony over a woman and children. Biosocial theory aims to unite the biological determinacy of fatherhood with social, cultural and personal context. It is shown that these approaches are directly connected with the level of the society development, marriage and family perceptions, the level of egality of gender order.