Traditional forest-management practices are currently being scrutinised. Forest certification may verify sustainable development practices in primary forest production. However, certification of privately owned forest lands cannot be taken for granted, as it is associated with the demands and challenges of forest management. Despite these challenges, some private owners of forest lands chose to certify their operations. The aim of this study is to explain these motives for certification. A qualitative approach, based on thematic interviews with selected forest owners, offers a context-bound and contemporary understanding. The implications of this research are seen in market development for certified forest resources and policy adaptations to support voluntary certification schemes.