Empirical Assessment of Audience Attraction in Shopping Centres Based on the Notion of Social Sustainability

This study addresses the contemporary focus of commercial spaces on enhancing social, cultural, and economic experiences to attract individuals, prompting architects to align designs with audience objectives. It explores social sustainability dimensions, encompassing physical and social attributes, to create an appealing, human-centric shopping centre. Research involves gathering and analysing audience opinions through a distributed questionnaire, with SPSS software utilized for analysis. Findings reveal audience prioritization of social factors over physical ones, with interior decoration, spatial configuration, and proper lighting emerging as top physical preferences. In the social realm, satisfaction, social justice, and social security receive the most attention. Beyond theoretical implications, the study offers practical insights for designing sustainable shopping centres, emphasizing real-world applications based on social sustainability principles. The findings recommend a focus on creating vibrant, secure, and sociable atmospheres to attract a diverse audience, presenting a unique contribution to the field.