Their greatest concerns are health hazards caused by environmental pollution, especially by industrial wastes and improper incineration of regular wastes. The Japanese have always been concerned about safe food, whether they are grown domestically or imported from other countries. Women as purchasers of food stuff for daily consumption are deeply concerned about the chemical fertilizers, insecticides, animal feeds used to grow and after the harvest additives used to preserve food stuff. Women as consumer advocates demanding safer food are actively cultivating on their own producers who offer safe agricultural products. By contracting directly with farmers, they are establishing alternative distribution networks established by consumer demands.
Women are active consumer advocates, supporting environmental responsibility and product safety.
Another area in which they have been actively campaigning is fair marketing and sale activities.