From Gen Z to Baby Boomers:

Generational Differences in Consumer Perceptions and Behaviors Toward Upcycling

Abstract

Upcycling has received growing attention due to rising environmental concerns and the expansion of the circular economy. This study examines generational differences in perceptions and behaviors toward upcycling among four cohorts in Korea: Generation Z, Generation Y (Millennials), Generation X, and Baby Boomers. A 20-item paper-and-pencil survey measured awareness, attitudes, experiences, motivations, and perceived barriers related to upcycling practices and the purchase of upcycled products. A total of 200 valid responses were analyzed using a 5-point Likert scale and open-ended questions. Results showed that Generation Z demonstrated the highest levels of conceptual understanding, brand familiarity, and willingness to purchase, repurchase, and recommend upcycled products. Baby Boomers displayed comparatively positive attitudes grounded in practicality and environmental responsibility, whereas Generations Y and X reported lower engagement and expressed greater skepticism about product quality, durability, and hygiene. Open-ended responses revealed time constraints (younger cohorts), and trust and knowledge deficits (middle-aged and older cohorts) as key barriers. These findings highlight the need for generation-specific strategies: creative, design- and identity-oriented approaches for Generation Z, quality- and convenience-focused communication for Generations Y and X, and practical, cost-saving benefits for Baby Boomers. Overall, targeted community education and credible labeling can strengthen trust and participation in upcycling.