Abstract

In Pakistan’ major cities, such as Lahore, there is a breakneck pace of industrialization, uncontrolled urbanization and inept waste management systems that lead to the problem of open waste burning. Current study explored the level of social awareness and sentiment about environmental pollution in District Lahore through a representative sample of 385 respondents. The descriptive results showed that a vast awareness were aware of air pollution (90.9 %) and water pollution (85.7 %), as well as soil pollution (67.5 %) and solid waste (76.6 %). The attitudinal analysis showed that the most significant source of pollution was perceived to be the industrial activities (M = 4.27, SD = 0.91) and vehicle emissions (M = 4.19, SD = 0.97). While the most relevant impact of the pollution was perceived to be on human health (M = 4.16, SD = 0.98). The regression analysis revealed that awareness and attitudes were good predictors of education (? = 0.65, p < 0.001), income (? = 0.35, p < 0.001) and media exposure (? = 0.02, p < 0.001). The readiness to take pro-environmental behaviours (reduction of single-use plastics: M = 4.30, SD = 0.72), water conservation (M = 4.15, SD = 0.78), and community waste clean-up were the highest. The results indicate that education, socioeconomic status, and media consumption play a vital role in defining environmental awareness and conservation practices.These results can be applied to develop effective policy interventions and governance of the environment by the citizens in Lahore.