Determinants of Parental Purchase Intent for Functional Shoes for the Growing Feet of Preschool Children: A Cross-Sectional Study in Japan

Background At birth, children's feet are immature both structurally and functionally. Selecting functional shoes is thus vitally important for their healthy feet and gait development during the growing stage. In some Western countries, podiatrists, among other specialists, provide clear foot evaluations and health guidance on selecting the best functional shoes for children from early childhood. In Japan, however, there are no similar, well-established systems, and many parents select shoes without professional support. This study aims to identify factors influencing purchase intent among parents who, after receiving video-based information about functional shoes in different development stages, recognized the need but still responded that they would not or could not purchase such shoes. The Health Promotion Model (HPM) was adopted as the theoretical framework for analysis. Methodology This cross-sectional study was conducted online as a survey in Google Forms. Participation was completely voluntary. Only parents who provided informed consent after going through the outline of the study were included. The participants were parents of preschool children in the childcare facilities operated by the Ibaraki Prefectural Childcare Council in Japan. The survey covered personal characteristics, perceptions of the necessity of functional shoes, and factors influencing purchase intent. Results A total of 4,097 questionnaires were distributed, and 448 (10.9%) responses were collected. Of these, 39 (8.7%) respondents who answered that functional shoes were "not necessary" were excluded, and the remaining 409 (91.3%) respondents who recognized the necessity were included in the analysis. Among the 409 respondents (91.3%), 354 (86.6%) were female, 51 (12.5%) were male, and four (1.0%) did not report their gender. In terms of age distribution, 360 respondents (88.0%) were in their 30s or 40s. Among the 409 respondents (91.3%), 221 (49.3%) stated that they "wanted to purchase" functional shoes, while 188 (42.0%) answered that they "would not or could not purchase." Four determinants were then identified: (1) support and influence from professionals, family, and the social environment; (2) physical characteristics and concerns about the child's growing feet; (3) knowledge and understanding of foot development and functional shoes, and (4) perceived effectiveness of functional shoes and expectations for support. The impact of factors (1), (3), and (4) on purchase intent was found to be significant. Moreover, household income was also closely correlated. Conclusion This study revealed that a lack of knowledge regarding functional shoes and an insufficient understanding of children's foot development are determining factors influencing parental purchase intent. In addition, household income was found to be closely related to purchase intent. Furthermore, purchase intent might not be followed by an action due to family issues or the absence of support, even when parents recognize the importance of functional shoes. To facilitate footwear selection and purchase, it is essential to enhance the provision of support from professionals and the establishment of a sound support system for the public.