Abstract
The last 20 years has seen the development of theories that it "pays to be green" - that pollution reduction can be accomplished at little cost to the firm. Some of these theories assume that managers are unaware of the efficacy of actions which might bring about waste reduction. To date, analysis of the theory has been based on either case studies of waste reduction or large-scale econometric analyses of links between waste prevention and financial returns. In this presentation, I will discuss early-stage investigations (conducted with Luca Berchicci) of data which might allow direct evaluation of managerial forecasts of future waste generation (or prevention).