Sustainability can be achieved because the companies adapt sustainable production to improve their image. Being environmentally friendly is good for product branding. Meanwhile, as social issues come up, some companies focus on the environmental issues in order to create the positive image of the company. As environmental social concerns increase, some companies start to supply environmentally friendly products and distribution systems. The meanings of the systems can be explained either by the viewpoints of the company's management or the idea that an environmentally friendly management guidelines will give a positive image of the company and its goods. In other words, these thoughts are based on economic and ethical reasons. The Kyoto Protocol can be an example: It was intended to solve global problems of climate change and global warming; however, some companies had already put reducing emissions and getting better energy efficiency into practice, which is helpful to create a positive public image.