| Summary: | Ecosystem services (ES) refer to the benefits that people obtain from the ecosystem. In this sense, <i>Prunus serotina</i> is associated with the provision of ES; however, these services have been scarcely studied. The objective of this research was to determine the knowledge and perceptions of individuals in rural areas regarding the importance of ES, as well as the factors that influence them. Surveys were applied in three study areas (Chimborazo, Tungurahua, and Cotopaxi) of the central Andes of Ecuador that detailed the sociodemographic and perception characteristics of ES based on the predefined ES of the Millennium Ecosystem Assessment (MEA). In the assessment, the interview data were analyzed to obtain the relationships between the variables using Spearman’s correlation in the R-studio software. The results showed that individuals’ level of education, age, and gender play an important role in variations in peoples’ knowledge of ES. A total of 21 ES were identified; the most representative services, according to their ecosystem category, were support (shelter for birds and insects and soil formation), provisioning (food, insecticide, wood, and firewood), regulation (improvement in the quality of air and climate regulation), and culture (scenic beauty and the maintenance of traditions). This analysis of the social perception of ES works as a strategy for the maintenance of <i>Prunus serotina</i> in the orchards and plots of families in the central Andes of Ecuador. The identification of ES through the social perception of their existence facilitates an understanding of the importance of ES in rural localities, which lays the foundation for strategies to be developed in the future for their conservation.
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