Ten years after its nationwide implementation in the year 2000, many are reluctant to put 3R’s (reduce, reuse and recycle) programme into practice. Ministry of Housing and Local Government (MHLG) has even declared the recycling programme a failure mainly in changing people’s mindset and behaviour. However, only few voluntary community-based associations at micro level have successfully adopted the environmentally friendly practices. How do these associations survive and operateup to more than 10 years after their formation? This study is interested to explore the success factors of four community-based associations in their effort to preserve the environment through their environmentally-friendly community-based activities read more..