Payment as a proxy for greenness: the USA, Australia and Hong Kong

US, Australia and Hong Kong consumers' environmental purchasing attitudes are compared, and the amount that the consumer is prepared to pay is regarded as a proxy for greenness. An attempt is made to indicate how much Australian, Hong Kong and US consumers will pay for their environmental concerns, to identify who Australian, Hong Kong and US consumers see as bearing the main responsibility vis-a-vis environmentally harmful products, and to determine the comparative shades of greenness in all three cases. Secondary issues of concern relate to perceptions of the economic impact of green issues, the importance of the global environment to the consumer and whether the consumer perceives the emphasis on environmental issues to be warranted.