It is becoming increasingly clear to business people and politicians that environmental protection and waste avoidance cannot begin with the ‚end of pipe‘ approach. So, Austria Recycling is researching sustainable consumer behaviour. In addition, together with its sister organisation Austria Recycling & Co Consulting Gmbh (ARECon) it is developing a programme for operational environmental protection. Most importantly, that programme begins at the source and is tailored in particular to small and medium-sized enterprises.