Aesthetic еconomy as a driver of commercial space choice among generation Z

Анотація

The relevance of the study is driven by profound changes in Generation Z consumer behaviourunder the conditions of creative-economy expansion, digital communication and the growing economic importance of intangible value creation. In this context, aesthetic characteristics of commercial spaces move beyond a purely decorative function and become economically significant factors shaping visitation decisions, interaction duration and consumer loyalty. Conventional approaches to analysing commercial space choice increasingly fail to capture the behavioural logic of Generation Z, necessitating a reconsideration of the aesthetic economy as an independent driver of demand.

The purpose of the article is to identify and theoretically substantiate the impact of aesthetic economy on Generation Z’s choice of commercial spaces, as well as to determine applied guidelines for using aesthetic factors as an economic resource to enhance the attractiveness and competitiveness of such spaces.

The study applies system-structural and logical-analytical methods, comparative analysis, and theoretical generalisation to contemporary research on consumer behaviour and the creative economy. Conceptual analysis is employed to examine behavioural and economic outcomes arising from the implementation of aesthetic solutions in commercial environments.

The study establishes that aesthetic economy influences Generation Z’s pre-purchase decisions through emotional perception, symbolic identification and value alignment with commercial spaces. It is demonstrated that aesthetic solutions are translated into measurable economic effects through increased consumer loyalty, extended interaction duration, and the accumulation of intangible added value. Key implementation constraints are identified, including individualised aesthetic perception, limited measurability of aesthetic effects, time lags between design interventions and economic returns, and the risks associated with the commercialisation of authenticity.

The findings substantiate that aesthetic economy functions as a strategic management instrument for commercial spaces oriented towards Generation Z and should be treated as a long-term intangible economic asset rather than a supplementary design component. The integration of aesthetic solutions into demand management and competitiveness strategies for commercial spaces is economically justified. Prospects for further research include the development of quantitative models to assess the intangible added value of aesthetic solutions, the analysis of their interaction with digital platforms, and the investigation of the long-term economic sustainability of aesthetically oriented commercial spaces.