Walking in Different Shoes: Relational and Psychological Drivers of Footwear Adoption in Europe

ABSTRACT This study examines the determinants influencing consumer adoption of new footwear products, with a specific focus on the mediating role of customer satisfaction and the relational dynamics shaping adoption behavior across four European markets. A structured online questionnaire was administered to 637 respondents in Romania, Croatia, the United Kingdom, and Italy. Data were analyzed using partial least squares structural equation modeling (PLS‐SEM), and multi‐group analysis (MGA) was conducted to test cross‐country differences in the structural relationships. The results reveal that perceived product benefits and communication effectiveness significantly strengthen customer relationships, which in turn enhance satisfaction and adoption intention. Technology, sustainability orientation, and social value show mixed influences across markets, highlighting cultural and contextual heterogeneity. Customer satisfaction partially mediates the relationship between relationship strength and adoption, confirming its role in translating relational perceptions into behavioral intentions. This study advances innovation adoption theory by shifting attention from technology‐led drivers to the relational mechanisms that shape customer acceptance in fashion markets. It provides comparative evidence across European countries, offering strategic insights for brands aiming to accelerate consumer adoption of innovative footwear.