Make SQL Server SSDT Database Project Reference Different in Publish Profile
I'm not sure how to do this in the UI, however, the publish profiles are xml files, and SQL Command variables and their values can be stored within them.  In this specific case, you'd want to specify the value of the $(ProductVariable) like so for your ProductDev deployment:

  &lt;ItemGroup&gt;
    &lt;SqlCmdVariable Include="ProductVariable"&gt;
      &lt;Value&gt;ProductDev&lt;/Value&gt;
    &lt;/SqlCmdVariable&gt;
  &lt;/ItemGroup&gt;


You'd add that ItemGroup to your publish profile after the &lt;/Property Group&gt; before the &lt;/Project&gt;