Ecological worldview, agricultural or natural resource-based activities, and geography affect perceived importance of ecosystem services

•All ecosystem services were rated at least "somewhat important" on average.•Females and those working in agriculture gave agricultural ES high importance.•Respondents with biocentric worldviews rated natural areas ES high.•The range of importance given to different ES reflects pluralistic values. Understanding public perceptions of the importance of ecosystem services (ES) is crucial for the development and communication of sustainable management and policies. Yet public perspectives on ES and their sociocultural and geographic patterns are not well understood. This study asks: Which ES are perceived as more or less important by the general public?; Which ES are considered most similar when the public are asked to evaluate the importance of specific water, agricultural and natural resources ES?; And, what individual and geographic factors are associated with perceived importance of different ES? We conducted a survey of residents in an urban and agricultural watershed in the U.S. Upper Midwest (n = 1136). This study asked respondents about a wider range of ES than is typical, and examines how ecological worldviews influence the perceived importance of ES. Respondents rated regional provision of drinking and surface water quality, clean lakes and rivers for wildlife, and a reliable supply of drinking and surface water most important. Those with a stronger ecological worldview tended to rate natural areas and processes as more important and agricultural products as less important than respondents with a more anthropocentric worldview. Perceived importance of various ES was also predicted by other individual-level factors relating to livelihood, outdoor recreation, and proximity to lakes, forests and agriculture. For example, respondents with livelihoods dependent on agriculture rated agricultural products and rural character highly. These findings bolster the case for more context-specific assessments of public importance ratings for environmental benefits to inform planning and management.