CONSUMER PERCEPTION AND AWARENESS AMONG BHOPAL YOUTH ON TEXTILE POLLUTION IN INDIA

Textile pollution is a growing environmental concern, yet consumer awareness and perception remain key factors in addressing its impact. This study examines the awareness and attitudes of young individuals in Bhopal (aged 15-35 years) toward textile pollution, using an online survey via Google Forms. Findings indicate that while 81% of respondents are familiar with the term "textile pollution," knowledge of its full environmental impact remains moderate. A significant 96.3% acknowledge the textile industry's environmental harm, with water pollution (82.7%) and landfill waste (71.6%) identified as major concerns. Social media (77.8%) is the primary information source, highlighting the role of digital platforms in spreading awareness. While nearly half (49.4%) sometimes consider environmental impact when purchasing clothing, only 18.5% consistently do so, indicating a gap between awareness and action. Sustainable fashion awareness is high (84%), yet ethical labour practices and slow fashion are less understood. Comfort (84%), price (71.6%), and durability (67.9%) are primary purchasing drivers, outweighing environmental concerns. Encouragingly, 72.8% express interest in learning more about sustainable fashion, presenting an opportunity for increased education and advocacy. The study underscores the need for targeted awareness campaigns to bridge knowledge gaps and promote sustainable consumer behaviour