This study examines the determinants of acceptance and Willingness-to-Pay (WTP) for three functional products of plums. We chose the payment card survey to elicit consumers’ potential behaviors. We used the hurdle model to take into consideration the behavior of respondents who do not have intention to purchase the products. Moreover, we used an interval regression technique in the second stage to identify the determinants of WTP. Estimation results indicate that consumers’ awareness of the functions of plums has positive effects on the probability to purchase and WTP. Also, we found that consumption of plum products showed complementarity effects in the sense that past experience of purchasing plums plays an important role in consumers’ decisions to accept new plum products.