International Journal of Construction Engineering and Management 2016, 5(4): 108-117 DOI: 10.5923/j.ijcem.20160504.03 Factors Affecting People Preferences toward Environment Landscape, Case Study: Shopping Mall in Kuala Lumpur Ahmad Hami 1,* , Fazilah Fazle 2 , Farzin Emami 1 1 Department Landscape Engineering, University of Tabriz, Iran 2 Faculty of Design and Architecture, Universiti Putra Malaysia, Malaysia Abstract This study focused on the influence of socio demographic factors on patrons’ preference for interior landscape of shopping mall. Three dimensions namely green, business, and seating dimensions were identified, besides the effect of gender, age, income, ethnicity, house type, and usual spent time on preference dimensions were tested. The results showed no significant between gender groups. The other factors such as age, income, ethnicity, house types, and spent time groups had significant different effect on people preferences towards the three dimensions in shopping mall. The findings showed as the age and income level go up people prefer green dimension more. In other word, younger visitors like to see more business features rather than green and seating features. In addition, the results portrayed that green features received the highest preference from those spend much time in shopping malls. Keywords Socio demographic Factors, Gender, Age, Ethnic, Income Level, House Types, and Interior Landscape Dimensions 1. Introduction Unlike western developed countries, developing countries in Asia such as Malaysia has started to establish mega shopping mall centres in the recent decades. However, the research on the understanding of patrons’ interaction with shopping mall interior landscape is lacked. However, a prior study revealed that demographic and social factors exert in forming environmental preferences [1]. This research motives to establish basic information regarding interaction of landscape attributes and human characteristics in shopping malls. Thus, the study aims to identify effect of the socio demographic factors on preference for interior landscape design in shopping mall. The research sub-questions to answer the objective is followed: 1. Is there significant difference between gender groups toward interior landscape design in shopping mall in Kuala Lumpur, Malaysia? 2. Is there significant difference between age groups toward interior landscape design in shopping mall in Kuala Lumpur, Malaysia? 3. Is there significant difference between race groups toward interior landscape design in shopping mall in Kuala Lumpur, Malaysia? * Corresponding author: ahmadhami2008@gmail.com (Ahmad Hami) Published online at http://journal.sapub.org/ijcem Copyright © 2016 Scientific & Academic Publishing. All Rights Reserved 4. Is there significant difference between income groups toward interior landscape design in shopping mall in Kuala Lumpur, Malaysia? 5. Is there significant difference between housing types groups toward interior landscape design in shopping mall in Kuala Lumpur, Malaysia? 6. Is there significant difference between spent time groups toward interior landscape design in shopping mall in Kuala Lumpur, Malaysia? In this view, socio demographic factors those might influence preference for landscape are described in below. 2. Socio Demographic Factors Influence People’s Preferences towards a Particular Landscape Besides various factors such as the content and spatial quality of the scene which affect people’s preferences, there are also many other factors involved in determining these preferences towards the environment. Some researchers have found that different factors influencing people’s preference include the factors on culture or ethnicity [2-6]. The other factors identified include educational level [7-9], expertise [4, 9], income level [8, 9], gender [8, 9], age [8, 10]. All these are related to people’s background information, but there are also other factors which have significantly found to affect the people’s preferences such as the living environment [4], familiarity [9], housing