<![CDATA[Stevia sweetener, derived from the Stevia rebaudiana plant, is a natural, zero-calorie sweetener with a sweetness level 70 to 400 times stronger than sugarcane. High sugar consumption is one of the main contributors to the increasing prevalence of diabetes in Indonesia, highlighting the need for healthier sweetener alternatives. In addition to health benefits, the rising demand for stevia sweeteners also presents economic opportunities for farmers through the development of stevia cultivation. This study aims to analyze the factors influencing the purchase intention of stevia sweeteners in Surakarta, including price, income, knowledge, health awareness, subjective norms, perceived behavioral control, and attitudes. The study employed an accidental sampling method with 100 respondents from Generation Z and Millennials. Data were collected using questionnaires and analyzed through descriptive statistics and Structural Equation Modeling-Partial Least Square (SEM-PLS). Based on the Theory of Planned Behavior (TPB), the findings indicate that price, knowledge, and health awareness positively influence attitudes toward purchasing stevia sweeteners. In contrast, income does not affect attitudes. Subjective norms do not influence purchase intentions, while perceived behavioral control and attitudes positively affect purchase intentions. Comprehensive consumer education about the benefits and uses of stevia is crucial to enhancing knowledge and health awareness, contributing to positive attitudes and increased purchase intentions. As demand grows, the development of stevia cultivation is expected to provide significant economic benefits for farmers while meeting consumer needs for healthier products.]]>
