ABSTRACT:The uncontrolled rise of single-use plastics has become a major environmental issue in Indian cities. Mumbai, with its large population, high consumer spending, and fast-paced urban life, is particularly affected. This study looks at the plastic consumption behavior of young consumers, aged 18 to 30 years, living in Mumbai. It focuses on their awareness of plastic pollution, their attitudes toward plastic use and its alternatives, and their participation in sustainable practices like reducing, reusing, and recycling. The research uses a descriptive design that combines a structured questionnaire given to young consumers in various areas of Mumbai with insights from existing literature. The paper reviews important theories related to pro-environmental behavior, such as the Theory of Planned Behavior and the Attitude-Behavior-Context model. It also discusses India's Plastic Waste Management Rules and the 2022 ban on certain single-use plastic items. The findings show that while awareness of plastic pollution is generally high among young consumers in Mumbai, this does not always lead to sustainable purchasing or disposal practices. This disconnect is known as the attitude-behavior gap in consumer behavior literature. Key barriers to sustainable practices include convenience, habit, price sensitivity, and limited availability of affordable alternatives. Meanwhile, peer influence, social media, and civic initiatives help encourage positive behavioral changes. The study suggests practical recommendations for policymakers, retailers, and educational institutions to help bridge the gap between environmental awareness and everyday consumption behaviors among Mumbai’s youth. It also outlines directions for future research on this topic.
KEYWORDS:plastic consumption; single-use plastics; young consumers; consumer awareness; sustainable practices; environmental attitudes; pro-environmental behavior; attitude-behavior gap; plastic waste management
PLASTIC CONSUMPTION BEHAVIOUR AMONG YOUNG CONSUMERS IN MUMBAI: A STUDY OF AWARENESS, ATTITUDES, AND SUSTAINABLE PRACTICES
ASHNA BHARANI