<![CDATA[Background: The increasing consumption of ultra-processed foods and growing attention to healthy eating are driving innovation in high nutritional value gluten-free functional foods. Microalgae, particularly Spirulina, have the potential to serve as a fortification ingredient due to their richness in protein, vitamins, minerals, antioxidants, and fiber.Purpose: This study aims to analyze the effect of multi-sensory experience, perceived novelty, perceived health benefit, and environmental concern on purchase intention through perceived value and attitude toward product within the Stimulus-Organism-Response (SOR) framework.Design/methodology/approach: The study was conducted in East Java from September to November 2025, involving 457 purposively selected respondents. Data were collected through face-to-face surveys after respondents sampled the product, and were analyzed using descriptive statistics and Exploratory Structural Equation Modeling (ESEM) with Maximum Likelihood Robust (MLR) estimation and target rotation.Findings/Result: Multi-sensory experience, perceived health benefit, and environmental concern positively and significantly influenced perceived value, whereas perceived novelty showed a significant negative effect. Perceived value strongly affected attitude toward product, which in turn had a strong positive effect on purchase intention.Conclusion: Purchase intention is formed through a sequential pathway from stimulus, value assessment, attitude formation, to buying intention. Education and increased product familiarity are needed so that novelty is perceived as added value rather than a risk.Originality/value (State of the art): The novelty of this study lies in the integration of the SOR framework and ESEM to explain purchase intention toward microalgae based gluten-free functional food in a more realistic manner, particularly for a product that is still relatively new. Keywords: ESEM, microalgae, purchase intention, gluten-free functional food, SOR ]]>
