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This dissertation was written as part of the MSc in Management at the International Hellenic University. The primary aim of this study was to identify and investigate the factors that influence Greek consumers’ willingness to use functional foods. The reward, necessity, confidence and safety factors are extensively analyzed. Moreover, Greek consumers’ neophilia and their general health interest are also examined. The study uses quantitative methodology and more specifically it makes use of the structured questionnaires. Overall, 129 usable and complete questionnaires were obtained through emails or personal contact. For the data analysis E-Views, SPSS 19.0 and Excel have been used. The statistical procedure that had been used for testing the hypotheses was multivariate linear regression. The data confirmed the hypotheses about the Greek consumers’ attitudes that affect their willingness to consume functional foods, confirmed also the positive relationship between food consumption and health interest and finally indicated that there is no any positive relationship between Greek consumers’ neophilia and their willingness to consume functional foods. While conducting the research, several limitations appeared such as time constraints and small sample size. Thus, we can say that the chosen model could be further validated in the future in order to include a larger sample, maybe with some specific characteristics such as suffering from an illness.