It is argued in this paper that in the affluent, industrial societies, environmental behaviours like recycling are typically classified within ""the domain of morality"" in people's minds. Intentions regarding these types of behaviours are not ba a thorough - conscious or unconscious - calculation of the balance of costs and benefits. Rather, they are a function of the person's moral beliefs, i.e., beliefs in what is the right or wrong thing to do. The paper gives a brief review of the literature with the intention of uncovering problems and shortcomings in the framework of the SEU-model and the Theory of Reasoned Action (TRA) with regard to understanding recycling behaviour. Further, examples of misleading policy conclusions are discussed suggested that within the framework of cognitive psychology, Schwartz's model of altruistic behaviour offers a more satisfying starting point for understanding recycling behaviour in the affluent, industrial societies.