Of course, the Japanese passed legislation for the implementation of the Kyoto Protocol in June 2002. But even outside of that, modern day Japan has involved environmental law in affecting virtually every part of Japanese life. Japan is a densely populated nation, compounded with a geography that is mostly mountainous. This further pushes people to concentrate into limited areas and heavy population densities. For decades Japan has seen many court cases, in a normally non-litigious society, fighting over even sun light. Thus there is the practical aspect. A bad environment in Japan affects all Japanese, from the top to the bottom. But there is also the matter of face, a very important concept in Japan. Any scandal in Japan has an impact on a company's "face" in Japan, and environmental scandals are having that effect as well. Thus most responsible corporations give consideration to the environment from many aspects, from simple environmental pollution and waste disposal as well as giving consideration to the impact on the environment of procurement of raw materials and commercialization of products. Environmental consciousness is also having a business effect in consideration of the consumers viewpoint. Environmentally sensitive products are increasingly in demand both from ordinary consumers as well as governmental procurement. To the contrary, corporations gaining reputations as polluters may suffer from the distaste of many consumers.