Because of the "free rider" problem, the corporate lacked of the initiative when they had to undertake the social responsibility. Basing on the corporate theory of the new institutional economics, the reasons were analyzed. Moreover, to solve this problem, an institution to incent corporations to undertake proactively social responsibility was designed and such an institution was proved to realize the Nash equilibrium can be achieved Pareto optimality not only in a deterministic environment but also in the uncertain environment.