This case study focuses largely on recycling and the role that the government (Petaling Jaya City Council or MBPJ) as well as the private sector (Nestlé Malaysia and its partners) play to formalize the recycling collection and increase the recycling rate in urban areas. Some of the obvious barriers identified are the need to achieve long-term behaviour change but also to change the existing recycling system. This document covers two specific initiatives addressing these problems. On the one hand, the Assessment Tax Rebate Scheme for Eco-Friendly House Owners in Petaling Jaya1 , which provides households the awareness and financial incentive to practice all 3Rs. On the other hand, the document describes the collaboration between MBPJ, Nestlé Malaysia and its partners introducing a dedicated door-to-door collection & recycling programme in gated and guarded areas structured as a voluntary Extended Producer Responsibility (EPR) scheme.