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- Eco label and product promotion : the case of Portuguese canned fish in JapanPublication . Vieira, Mariana Barbosa de Moura; Morais, Ricardo AlexandreAs global environmental concerns gain prominence, eco-labeling has emerged as a crucial strategy for promoting sustainable consumption. This study investigates ANICP's approach to promoting Portuguese canned fish in the Japanese market through the integration of eco-labels as a product promotion tool. This study aims to assess the effectiveness of eco-labels in enhancing product differentiation, consumer trust, and brand value in international markets. This study adopts case study as its research strategy, combining semi-structured interviews with ANICP representatives and industry experts alongside secondary data analysis. This study highlights the pivotal role of eco-label certifications, such as the Marine Stewardship Council (MSC) and Aquaculture Stewardship Council (ASC), in communicating sustainability attributes to environmentally conscious consumers. The findings suggest that eco-labels improve brand perception and act as a key determinant in purchasing decisions. This study also identifies several challenges in implementing eco-labeling strategies, including high certification costs, consumer skepticism, and fragmented international certification standards. Moreover, cultural differences and varying levels of environmental awareness present additional obstacles when targeting foreign markets. The research develops a theoretical framework that positions consumer trust as mediator between eco-labels and product promotion, emphasizing the need for educational campaigns and strategic partnerships to maximize the impact of sustainability certifications.