Environmental concern has also affected purchase behavior and consumer evaluation. According to Margareta (1997) a study in the Norwegian or Scandinavian region of Europe was chosen for investigation of consumer evaluation of frozen foods such as vegetables, fruits, meat and other perishables. The response was prioritized on freshness, taste and nutritional value. Along with the other factors were packaging price and other personal factors were also accounted for in the research. Through multi-linear regression techniques it was shown that women were more likely to prioritize environmental and personal aspects in their personal evaluation of quality and they were also more likely to buy those products than men. There was also geographical difference where as people in the north of Norway towards the colder side of the country had no independent effect of income, occupation or personal factors affecting the buying decision. The youngest age group in the study based their decisions relating buying groceries on considerations related to environment factors and health risks associated with un-treated and un-claimed irresponsible mainstream groceries when compared to frozen foods.