In the contemporary landscape, escalating environmental concerns have spurred enterprises to offer ecologically sound products and amplify value by creatively repurposing discarded resources. Beyond conventional recycling, the emerging concept of upcy...
In the contemporary landscape, escalating environmental concerns have spurred enterprises to offer ecologically sound products and amplify value by creatively repurposing discarded resources. Beyond conventional recycling, the emerging concept of upcycling contributes novel value from reclaimed materials, addressing societal and ecological challenges. Recent trends showcase upcycled designs through SNS, providing diverse brand experiences. This study delves into the influence of SNS marketing characteristics on MZ generation’s intention to purchase upcycled design products, based on distinct preferences. A purpose designed survey, administered via Google Survey tools, targeted one hundred MZ generation’s. SNS marketing attributes ’information provision’, ‘interactivity’, and ‘trustworthiness’were evaluated using a Likert scale. As a result of statistical analysis using SPSS, it was found that there was a significant relationship between SNS use type and SNS marketing attribute, which had a positive effect on purchase intention. This study underscores the pivotal role of consumer interaction within SNS. Strategies analyzing diverse purchase intentions are vital for enhancing brand loyalty. The findings underscore the significance of active consumer engagement within the SNS milieu and emphasize the need for refined dissemination of information to consumers. This research augments the potential of SNS marketing, offering valuable insights for future endeavors in this domain, ultimately enriching the repository of innovative propositions for prospective deployments.