Examines general issues regarding the nature of behavioral psychology, and concepts of applied behavioral analysis. It is argued that behavior analysis can play a pivotal role in protecting the environment because it has amassed a wealth of facts about how circumstances affect the ways in which individuals are likely to behave. Specifically, if one can increase awareness of how to manage behavior, chances of protecting the environment are increased. Steps already taken in this direction by behavior analysts interested in decreasing the problems associated with littering are discussed. Reinforcement, punishment, and stimulus control issues are presented.