Life is hard, but recycling is even harder. If only it was possible to throw every piece of trash into one bag, and have it sorted out by divine power. But that is simply not how it works. Though a glimpse in “Behavioral Economics for Beginners” shows us that the prospect of effortlessness paired with an economic incentive can sometimes yield miraculous results, as the Malaysian government is about to find out.

The country is in the process of setting up reverse vending machines in urban areas that reward customers who deposit an empty plastic bottle, not with a small cash voucher, but with e-credits – virtual currency that can buy airtime, smart card credit or actual gold. Together with vending machine manufacturer Klean, Malaysia's Urban Well-being, Housing and Local Government minister Datuk Abdul Rahman Dahlan hopes to finally and substantially boost the 17.5% recycling rate. Seems like a precious idea to earn gold by recycling plastic bottles, doesn’t it?