(2011). Therefore, it would not be surprising that, as stated by GivingUSA (2015), corporate giving in 2015 approached $17.77 billion, an increase of 13.7% from the year 2013. The growing trend of charitable giving indicates that the general public has a positive expression regarding the product. of those companies that are most likely to take on social responsibility. For example, in the case of the Drinkable Book, as reported by Begley S. (2015) “Dr. Teri Dankovich, who developed the drinking book, says it is intended for use in developing countries where contaminated water poses serious health risks. ” Apparently the consumers of the Drinkable Book are people who live in developing countries. Although this product is not yet applicable to mass production, the pre-marketing of this product has already been successful in advance. Despite the effective functioning of the Drinkable Book, the general public pays more attention to the contribution this company will make to human society. There is also a counterexample on how corporate social responsibility affects the marketing of companies, whale meat consumption in Japan is often controversial, Japanese consumption as reported by UMEMOTO M. (2015), a major supermarket chain operator acquired from a foreign company