A linear map phi : A -> B between (Banach) algebras is called 3-homomorphism if phi(abc) = phi(a)phi(b)phi(c) for each a, b, c is an element of A. We investigate 3-homomorphisms on Banach algebras with bounded approximate identities and establish in two ways (for unital and non-unital cases) that every involution preserving homomorphism between C*-algebras is norm decreasing.