3. Easy adoption for the conventional farmers: 4C supported the farmers in term of economic empowerment. More coffee farmers were willing to conduct coffee cultivation following the 4C procedure. On the other hand, the 4C farmers had the moderate up to high level attitudes towards appropriately 4C cultivation in each dimensions. The results showed that, 4C standards procedures. This was because 4C standards contents were not much different from their conventional farming methods. They did not pay much attention to conduct 4C cultivation.