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Payments for Ecosystem Services (PES) have become a popular instrument in the last decades and this growing trend is also clearly evident in Brazil. However, challenges related to implementation of these schemes are often underestimated. Any guarantee that a payment will secure or provide such a service is subject not only to underlying ecological uncertainties but also to those entailed by the kinds of social interaction that are inherent to policy implementation. It is argued that the objectives proposed with these instruments can only be attained by ensuring a wide participation of land users. This article advances this topic reporting and discussing evidence on farmer's reasons to participate in three PES-water schemes in Brazil using a combination of qualitative and quantitative research approaches. Results indicate that the diverging opinions regarding how ecosystem services are generated or secured, decentralized governance structures and the involvement of representative bodies in scheme design and implementation are important factors to consider. Furthermore, access to information and general environmental concern were found to be important variables to explain the propensity of farmers to participate. This generates serious policy implications for developing consistent communication and consultation strategies with scheme beneficiaries. [ABSTRACT FROM AUTHOR]