["Business Strategy and the Environment, EarlyView. ", "\nABSTRACT\nPlastic waste is an environmental and public health concern. In the agricultural sector, plastic waste handling is largely unregulated. Using survey data from horticultural firms, we investigate a previously unexplored relationship between a firm's decision to voluntarily discard recyclable plastic containers and the firm's perception about whether recycling affects profits and whether recycling is important for the firm's image. The results from the probit model reveal that the belief that recycling affects profits negatively affects the recycling decision, while the belief that recycling enhances the firm's image is positively associated with recycling. Also, larger firms are less likely to recycle. Our results are robust against alternative model specifications and suggest that horticultural firms are aware of environmental responsibility and are willing to recycle, but recycling costs appear to limit their decision to recycle. Alleviating the cost of plastic waste handling offers a path to increased rates of recycling.\n"]