The challenges faced by the Brazilian forest industry dealing with the natural forests and plantations have provided favourable ground for the establishment of forest certification. This study presents the first investigation of the two certification systems (FSC and Cerflor) in Brazil from the private sector perspective. Through an exploratory factor analysis (EFA), market, learning, and signaling were validated as governance mechanisms of forest certification in Brazil. The results from the importance and performance analysis (IPA) indicated that companies did not see any return in terms of a better price for certified products; however, they demonstrated high satisfaction with the performances of non-economic benefits. Descriptive statistics revealed external pressures influencing companies to pursue forest certification and overall accomplishments of certification from economic, social and ecological points of view. Finally, suggestions for future research and conclusions are made in order to provide information for the industry, certification systems, and the Brazilian government.

The challenges faced by the Brazilian forest industry dealing with the natural forests and plantations have provided favourable ground for the establishment of forest certification. This study presents the first investigation of the two certification systems (FSC and Cerflor) in Brazil from the private sector perspective. Through an exploratory factor analysis (EFA), market, learning, and signaling were validated as governance mechanisms of forest certification in Brazil. The results from the importance and performance analysis (IPA) indicated that companies did not see any return in terms of a better price for certified products; however, they demonstrated high satisfaction with the performances of non-economic benefits. Descriptive statistics revealed external pressures influencing companies to pursue forest certification and overall accomplishments of certification from economic, social and ecological points of view. Finally, suggestions for future research and conclusions are made in order to provide information for the industry, certification systems, and the Brazilian government.