Purpose: This study aims to evaluate the behavior and factors influencing the purchase and consumption of plant-based products. It specifically examines how additive type, ingredient list length and product descriptions affect consumers’ health perceptions and purchase intentions. Design/methodology/approach: An online survey was conducted with 153 consumers of plant-based products using a self-administered questionnaire via Google Forms. The study was divided into two stages: market research and conjoint analysis. Findings: Factors influencing consumption and purchase decisions varied by consumer type. Vegans and vegetarians prioritized animal ethics and socio-environmental concerns, while flexitarians focused on health and well-being. When evaluating plant-based milk alternative labeling, consumers generally perceived ingredients as “healthy,” except for sugar and certain additives, which were classified as “unhealthy.” Conjoint analysis revealed that additive type was the most influential factor in shaping health perceptions. Consumers exhibited a higher purchase intention for plant-based milk alternatives with no additives, shorter ingredient lists and labels indicating “100% plant-based.” Practical implications: The findings provide actionable recommendations for food manufacturers and marketers, emphasizing the need for ingredient transparency, clean labeling and strategic product positioning to effectively engage vegan, vegetarian and flexitarian consumers. Originality/value: This study provides a novel perspective on consumer behavior and decision-making in the plant-based market, particularly regarding plant-based milk alternatives. While previous research has examined general attitudes toward plant-based diets, this study systematically analyzes how ingredient transparency, additive type and product descriptors influence consumer choices. Additionally, it contributes to understanding the distinct purchasing motivations of vegan, vegetarian and flexitarian consumers, offering empirical insights for tailored marketing and product development strategies.

The macauba almonds (Acrocomia aculeata) have aroused great economic and nutritional interest as they are a promising source of chemical compounds and oils with high oxidative stability. This study proposed to carry out the characterization of the physicochemical composition and to evaluate the quality parameters of the macauba almond, as well as to verify the amounts of fatty acids, peroxides and selenium present in the macauba's oil. This is a field and laboratory research of qualitative nature. Among the main results, high levels of ash (1.37 g/100g-1), proteins (12.12 g/100g-1) and fibers (11.31g/100g-1) were found in the almond, placing it in front of other oilseeds due to superiority of these nutrients. In the oil, a low presence of free fatty acids (2.30% w/w) and peroxides (0.56 meq Kg oil-1) was detected, indicating that this food has high oxidative stability. As for the selenium content, no significant presence of this mineral was identified in both foods. As a result, it is concluded that the almond and the oil of the macauba almond can be inserted in the market as a viable strategy aimed at people who wish to positively modify their diet, as they present satisfactory physicochemical characteristics and quality parameters.