Sustainable Education and Entrepreneurship Triggers Innovation Culture in 3R

3R stands for the concept of reduction, reuse and recycling. How can the 3R concept include the sustainability of educational innovation and entrepreneurship for students at Universiti Kebangsaan Malaysia (UKM)? This paper examines how the components of sustainability and entrepreneurship can present an advantage for higher education institutions by focusing on a case study of UKM's operation of a recycling center that is fully run by students at the graduate and undergraduate levels. Problems and constraints in terms of operating the recycling center can be resolved with the involvement of the students and the support of UKM's Development and Maintenance Department, which is responsible for solid waste management at UKM and can provide guidance in the form of entrepreneurial knowledge. The UKM recycling center began operating in May 2011 as a result of a research and strategic action grant (UKM-PTS-096-2010) and through research cooperation with Alam Flora Sdn Bhd. This context is consistent with the requirements of the National Accreditation Board for the achievement of learning outcomes for program sustainability and entrepreneurship education at the university. The students involved are from various educational disciplines through cooperation between the Faculty of Engineering & Built Environment and the Centre for General Studies UKM.