Castle Brew Inc., a leading multinational beverage manufacturing company, coordinates with Waste Yard Inc., a waste management company, to devise a strategy that would help in recycling and reusing beverage bottles. Castle Brew Inc. plans to install hundreds of machines that would recycle empty bottles in many locations and provide rewards to those consumers who participate in the initiative. The company believes that this initiative would help protect the environment. In this scenario, Castle Brew Inc. is practicing _____.