In spite of the bigger pressure on smoking prohibition, as a matter of fact the more people smoke and the more interesting the cigarette market and its derivative industries to grow. Therefore, the research on cigarette market as well as the smoking behavior is still attractive to be done, especially on the “friendlier” cigarette since the milder effect on the smokers‟ side namely as mild cigarette. Starting with Sampoerna as the pioneer of mild cigarette, nowadays most of the cigarette manufacturers have similar kind of mild cigarette to be their preferred product. Variety seeking behavior of mild cigarette smokers is very interesting to be understood both for mild cigarette manufacturer as market leader as well as the competitors, especially for the new comers. The information about variety seeking behavior is very crucial for the market leader to understand how big the threat for keeping the smokers‟ loyalty is. In the other hand, the variety seeking behavior is an opportunity for the mild cigarette manufacturers as market challengers to „steal‟ the market share of the market leader. This study is trying to explain the variety seeking behavior of the mild cigarette smokers, either the hedonic behavior and/or the consumers‟ involvement that have the most influence of the variety seeking behavior. It is revealed that the consumers‟ involvement has a better role on the variety seeking behavior for the mild cigarette smokers.