Editor's Summary: Despite its need for a constant supply of altruistic behavior, recycling has grown steadily in the United States over the past few decades, making it the most successful--and most puzzling--of the environmental norms. In this Article, Prof. Steven Hetcher uses the recycling norm as a means for teaching us about motivational assumptions regarding human behavior. In the past, scholars have taken an all-or-nothing approach toward the methodological assumption regarding human motivation; either people are basically narrowly self-interested or people are basically moral. This Article argues that the study of the recycling norm supports a third position, one that falls between these two extremes.