ABSTRACT
Examining the 3Rs asks us to examine the disposition of waste and, as de Coverly et al. (2008) discuss, social engagement is the key ingredient in tackling, what they refer to as the Hidden Mountain of waste:
to theorize waste as simply a waste management issue or indeed as a marketing or a consumer research issue is problematic in itself. Rather it is a societal problem and one that is culturally embedded.
(de Coverly et al. 2008: 300)