An Examination of Generation Z’S Fashion Upcycling in Social Media and Well-Being

Gisela Ariah Valderrama

doi:10.7273/000005333

Fashion upcycling has been implemented within the fashion industry in recent years and has become increasingly popular for individuals seeking innovation fashion by the means of sustainability. This new aspect within the fashion industry involves an emotional influence and perceived values that contribute to a consumer’s intention to share on social media and its influence on their well-being. The purpose of this study is to explore how fashion upcycling and social media are connected to Gen Z and their well-being through positive and negative emotions. This research adds to the literature surrounding the upcycling market in the fashion industry by providing information on multiple fronts, as well as how Gen Z consumerism is related to share intention and well-being. An online survey questionnaire was developed based on the variables under consideration. The survey was administered to participants recruited via Amazon Mechanical Turk to gather primary data on the constructs, as well as the participants demographic information. A total of 301 usable responses were analyzed. The results of the multivariate and linear regressions conducted on the data showed significant relationships between emotions and the perceived utilitarian/hedonic values of fashion upcycling consumption in social media. The significant influence was found between perceived utilitarian/hedonic values and positive/negative emotions, and share intention towards Gen Z’s well-being within fashion upcycling in social media as well. The results indicate that perceived utilitarian/hedonic values had positive influence on positive emotions elicited during fashion upcycling consumption. perceived utilitarian/hedonic values did not influence the negative emotions of fashion upcycling consumption. Positive emotions elicited during fashion upcycling consumption had an influence on share intention and well-being, while negative emotions did not. Share intention demonstrated a very strong influence on Gen Z’s well-being. This study will provide significant insights for future business models in the fashion industry by taking mental health attributes into consideration and relating them to consumer behavior and trends within the sustainable fashion market, focusing on fashion upcycling specifically. From a sustainable fashion viewpoint, this study will contribute to a better understanding of the emotional factors that relate to share intention and well-being in regard to the emotions that surround fashion upcycling in social media.

An Examination of Generation Z’S Fashion Upcycling in Social Media and Well-Being

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