To understand why the 2 + excitation of the Hoyle state was so difficult to observe in the direct reaction experiments with the 12 C target, a detailed folding model + coupled-channel analysis of the inelastic α + 12 C scattering at E lab = 240 and 386 MeV has been done using the complex optical potential and inelastic scattering form factor obtained from the double-folding model using the nuclear transition densities predicted by the antisymmetrized molecular dynamics. With the complex strength of the density dependent nucleon-nucleon interaction fixed by the optical model description of the elastic α + 12 C scattering, the inelastic scattering form factor was fine tuned to the best coupled-channel description of the ( α, α ′) cross section measured for each excited state of 12 C, and the corresponding isoscalar Eλ transition strength has been accurately determined. The present analysis of the ( α , α ′) data measured in the energy bins around E x ≈ 10 MeV has unambiguously revealed the E2 transition strength that should be assigned to the 2 2 + state of 12 C. A very weak transition strength B ( E 2; 0 1 + → 2 2 + ) ≈ 3 e 2 fm 4 has been established, which is smaller than the E 2 strength predicted for the transition from the Hoyle state to the 2 2 + state by at least two orders of magnitude. This is one of the main reasons why the direct excitation of the 2 2 + state of 12 C has been difficult to observe in the experiments.