The cotton lobby has commissioned a survey about people’s attitude towards the major water-users.

Cotton Australia’s wide-ranging survey by JP Morgan says most urban Australians have negative perceptions about the industry.

Chief executive Adam Kay said it is highly concerning.

“We completely accept that portions of the community have deep concerns and questions about the Australian cotton industry,” he told the ABC.

Cotton Australia supply chain consultant Brooke Summer says there are some key issues of concern.

“Unsurprisingly, water was the number one issue,” she said.

The industry's reputation took a battering when charges were laid against 11 irrigators over illegal water take.

“Another perception was that the industry is corporate, that there are lots of big cotton farmers, and it wasn't particularly family-friendly,” Ms Summers said.

This is despite industry data suggesting 90 per cent of farms are family-owned.

Survey respondents also described the industry as closed-minded and unwilling to listen to other people's views.

Cotton Australia general manager Michael Murray said the industry must educate the public.

“We need to do a much better job on explaining how those resources are allocated, particularly water,” he said.