Purpose: This study aims to test whether faculty and students who have developed the most pro-environmental values and concerns are also the most likely to reduce the on-campus waste stream. It does so by using the theory of ecological modernization. Design/methodology/approach: Questionnaires were created and disseminated to a representative sample of 590 undergraduate students and faculty on one college campus. This research took place after widespread efforts were made to increase faculty and student knowledge of the college's recycling guidelines. Findings: Among the measures of environmental orientation (values, concern about pollution and green consumption), only environmental values were associated with claiming to know guidelines and self-reporting higher levels of recycling effort. None was associated with knowledge about local recycling guidelines. Research limitations/implications: Research on recycling programs at other campuses would help move beyond this specific case. The use of longitudinal surveys would help establish time-order. Originality/value: This research makes an important contribution by measuring the impact well-intentioned people have on the waste stream. Without thorough knowledge of local recycling guidelines, even the most environmentally oriented people with the best of intentions may contribute to the waste stream by throwing away things that can be recycled and contaminating recycling bins with non-recyclable materials. The authors conclude that activist interventions are necessary to teach about campus recycling guidelines to reduce the waste produced on campus.