Although the economic incentive from the 4C certificate is low (Ponte, 2002; Daviron and Ponte, 2005; Muradian and Pelupessy, 2005), the coffee farmers were still attracted to it. All of the farmers mentioned that they had foilowed and joined the 4C members because of the 3 to 5% higher price. The question “What is 4C in your point of view?” was answered by all farmers that it was a kind of additional profit from coffee cultivation. Economic incentive was the most important factor for the decision making of the farmers’ participation in 4C membership.