Shopping Center Design in The Context of Generation Z Consumer Perception

Abstract

From the Greek Agora, where we saw the first examples of shopping venues, to the present day, human beings' shopping action and the need for a place to perform this action have always been there. The quality of these shopping places has had to change and transform over time with the changing lifestyle, spatial needs, and consumption styles from generation to generation. The consumer society, which has come to the point of purchasing everything, today's shopping centers are not only needed goods; We can say that they consider these as complexes where recreational activities, where they can maintain their social relations and enjoy, are also purchased. When considered in the context of consumption, hedonic consumption, which is the consumption understanding of the new generation, has begun to replace the utilitarian consumption that was dominant in previous generations. It has also been seen in the studies that the Z generation constitutes an important part of today's shopping malls. For this reason, the existing shopping center design parameters were examined and a synthesis shopping center design criteria table was created. On the other hand, the criteria in the current table were examined, and the examples of shopping malls that entered the literature as 'new generation' shopping centers were examined and the priority design criteria sought by the Z generation in shopping centers were reached.