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Understand the plant-based milk alternative market and contextualization on nutrition and green marketing
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Orientador(es)
Resumo(s)
The Portuguese consumption of PBMA has been increasing, even though Portugal is known for
its conservative environment with a rich culture in dairy consumption. To capture consumers,
it is necessary to comprehend how they perceive PBMA private-label and A-label products,
their preferences, how demographics impact it, their motivations, and hesitations in PBMA
consumption. To better benefit from it, segmentations need to be created. Information
conducted through surveys made it possible to conduct a Perceptual Map and a Conjoint
Analysis. The main findings are used in recommendations for the studied brands to improve
their market presence and competitive advantage.
Descrição
Palavras-chave
Nutrition marketing Green marketing Brand image Consumer behaviour Green marketing mix Purchasing process Pbma overview Healthy food Food product labels Plant-based milk alternative Pbma consumption