This study attempted to explore the behavioral difference of main food purchaser in the household on functional food, and then analyzed some influencing factors on consumption and purchasing behavior by using two stage estimation method. The main findings are as follows. First, most respondents were found to consume functional food and purchase them at large discount store, pharmacy or specialty store. In general, the place to purchase functional food was related to the place to purchase regular food. Second, in case that consumers were highly concerned in health, they were more satisfied with their own food lifestyle and likely to purchasefunctional food by themselves. Third, the factors like residence, age, income, eco-friendly food concern, health concern, convenience-oriented lifestyle, perception for functional foods were found to significantly increase consumption of the functional food, while single household, frequency of eating together, price sensitive lifestyle were found to significantly reduce consumption of functional food. Consequently, marketers should try to segment the market by consumer characteristics and apply different strategies to promote purchasing functional food in each segmented market.