Labeling is an important tool for consumer's perception of sustainability and quality of a product. Focusing on measuring the impact of sustainability labeling (seal and/or indication of Organic, Origin and Quality, and Sustainable Agriculture) in purchase intention and quality perception of products labeled by the quality and sustainability criteria, this study aimed to investigate dark chocolate (pack-1 kg) with six different percentage of cocoa, with and without such labeling. A blind test was carried out in the first evaluation session, in which the samples 1, 2 and 6 were better accepted by consumers. In the second session, all judges were able to see the percentage of cocoa and the label of each sample, and the chocolates 1 and 2 obtained the highest acceptance scores. It is possible to conclude that labeling had a positive impact on purchase intention and quality perception of dark chocolates.