The aloe vera plant, known for its beauty, health and skin care properties throughout the world, has recently emerged as an important ingredient for the food and beverage industry. Its popularity has been increasing the last years and as a result, firms producing food and beverages containing aloe vera have focused R&D in an effort to better address market needs. The objective of this paper is to examine the Greek consumers’ purchase intentions towards food and beverage products containing aloe vera. It is based on the Theory of Planned Behaviour (TPB), which enhances the understanding of the attitudes, the subjective norms and the perceived behavioural control of the consumers. The findings contribute to the existing international literature on consumer preferences for functional food and beverage products as to the best of the authors’ knowledge, this is the first research on aspects of the consumers’ purchase intentions towards aloe vera in the Greek food and beverage market.