Schmitt, DanielaSantos, Maria da Silva Pato Martins dos2025-05-092025-05-092023-06-202023-05-30http://hdl.handle.net/10362/182922The 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.engNutrition marketingGreen marketingBrand imageConsumer behaviourGreen marketing mixPurchasing processPbma overviewHealthy foodFood product labelsPlant-based milk alternativePbma consumptionmaster thesis203516001