Refers to minimization of the amount of waste generated. This is the first step towards sustainable waste management and is achieved through the reuse of items, purchasing goods with less packaging etc. Lately, manufacturers as well as retailers of food and home goods are paying a great deal more attention to the reduction of the amount of waste the product will generate after use. Furthermore, the manufacturers of home appliances are taking the responsibility of “end- of- life option” (recycling of the products at the end of their life) of their products. Generator and consumer behavior must change in order to minimize the amount of the generated waste.