Food is an integral aspect of cultural identity; however, eating behaviour is shaped by a multitude of factors, including habits, customs, and food availability in a given country. When individuals migrate, they often retain their dietary habits and culinary traditions. However, they may also adapt their eating habits and preferences when immersed in a new culture. The hypothesised that Brazilians' perception of the quality of some products changes when they migrate to Europe, especially concerning those with a quality seal. For this purpose, a web-based survey was conducted with three groups of consumers: Brazilian living in Brazil, Brazilian living in Europe, and European consumers (n = 2.077). The three groups showed similarity in eating habits, but Brazilians in Europe exhibited purchase behavior like Europeans. The quality label did not increase either the value of the product or the evaluation of most consumers.