In the United States, 35% of the forestland is owned by family forest owners with approximately 0.2% of this land reported to be enrolled in a forest certification system. The current study was conducted to provide insights into factors influencing family forest owners’ decisions to certify their lands. The bivariate probit model with sample selection results suggests that receiving professional advice regarding the forestlands and having a written management or stewardship plan had the highest positive marginal effects on awareness of certification programs and participation in these programs. Non-timber objectives had negative marginal effects on awareness of certification programs.