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This study reveals the consumer side of corporate social responsibility (CSR) in the food industry, exploring awareness, preferences and willingness to pay for CSR of a representative sample of Italian households. The results clearly indicate that Italian consumers reveal a high level of awareness within clear, though heterogeneous, preferences for CSR initiatives. Five consumers' groups were identified: ‘environmentalists’, ‘pro‐socials’, ‘collectivists’, ‘animal friends’ and ‘selfish health centered’. Furthermore, the study reveals consumers' willingness to pay a premium price to reward food companies addressing their concerns and expectations in terms of CSR. Findings offer insights for business managers on how to promote CSR, developing communication and information strategies focusing on specific needs and personal relevance within a group of consumers.