The objective of this Diploma Thesis is to investigate the most important factors that determine the demand of Greek drivers for vehicle insurance services comprising new innovative insurance schemes of Pay As You Drive and Pay How You Drive (PAYD & PHYD), taking into account critical characteristics of driving behaviour. The willingness-to-pay method was applied for data collection in hypothetical scenarios of selection or not of PAYD/PHYD schemes compared to current insurance policy. The stated preference method was used in a field survey on a statistical significant sample. A binary logistic regression model was developed including socioeconomic characteristics of the respondents. The analysis demonstrated that the probability of selection or not of PAYD/ PHYD depends on several parameters like: occupation, gender, income and education level. Overall, the young and the female drivers show higher probability of selecting PAYD/PHYD schemes, while the Freelancers are more reluctant to such schemes.