$A$ doesn't even have to be commutative, here's a short outline to how to prove this: Let $A$ be any unital $C^*$-algebra. Consider any character $f:A \to \mathbb{C}$. It's sufficient to prove that $f(x) \in \mathbb{R}$ for all self-adjoint $x \in A$. You can prove that the spectrum of $x$ is real. Because $f(x) \in \sigma(x)$, we must have $f(x) \in \mathbb{R}$. Now if $A$ is non-unital, you can simply extend $f:A \to \mathbb{C}$ to $\bar{f}:A_1 \to \mathbb{C}$ where $A_1$ is its unitisation. It then follows by the previous result.
As a side note, here's a way to prove $\sigma(x)$ is real when $x$ is self-adjoint without using characters. First we prove the spectra of a unitary element $u$ is contained in $S^1$. Note that $\lVert u \rVert^2 = \lVert u^* u \rVert =1$ so $r(u) \leq 1$ where $r$ denotes the spectral radius. We also have that if $\lambda \in \sigma(u)$, $\lambda^{-1} \in \sigma(u^*)$. So $\lvert \lambda \rvert \leq 1$ and $\lvert \lambda \rvert \geq 1$, from which we conclude that $\lvert \lambda \rvert=1$. Now if $x$ is self-adjoint, by the holomorphic calculus, $e^{ix}$ is unitary. Then by the spectral mapping theorem, $e^{i\sigma(x)} = \sigma(e^{ix}) \subset S^1$. So $\sigma(x) \subset \mathbb{R}$.
As for a reference, I'm pretty sure this argument (or a very similar one) is made in Murphy's $C^*$-algebras and Operator Theory.