THE VIRTUOUS CYCLE: QUANTIFYING THE IMPACT OF SOCIAL MEDIA "UPCYCLING" SUBCULTURES ON GEN Z CONSUMPTION HABITS.

This article examines the influence of social media “upcycling” subcultures on Generation Z consumption habits and sustainable consumer behavior. Drawing on recent academic studies related to sustainable fashion, digital communication, and circular economy practices, the paper analyzes how online communities shape environmental awareness and purchasing decisions among young consumers. Social media platforms such as TikTok, Instagram, Pinterest, and online resale marketplaces promote clothing reuse, repair, redesign, and second-hand shopping through user-generated content and digital interaction. The findings suggest that social media contributes to the normalization of sustainable fashion practices among Generation Z and encourages greater interest in ethical consumption. However, contradictions between sustainability values and fast-fashion consumption remain visible because of affordability, trend culture, and digital consumerism. The article highlights the importance of digital communities in promoting environmentally responsible lifestyles and strengthening circular economy practices among younger generations.