Social Perception of Sea Turtle Conservation in Coastal Mexico: Evidence from Sinaloa

Sea turtle conservation requires integrating social and ecological dimensions. The objective of this research is to analyze social perceptions of sea turtle conservation on the coast of Sinaloa, Mexico. To this end, three analytical axes are considered: social and ecological valuation; emotional connection and personal well-being; and social commitment to collective benefits. Using a quantitative, descriptive, and cross-sectional approach, Likert scale surveys were administered to a sample of 356 adults in the municipality of Guasave, Sinaloa. The instrument was validated using Cronbach's α (0.95) and McDonald's ω (0.95), showing high internal consistency. The results showed widespread recognition of the ecological and social value of sea turtle and a positive perception of their conservation. Exploratory factor analysis (EFA) revealed a three-component structure that explains 67.58% of the total variance. The results indicate that "Emotional connection and personal well-being" is the predominant factor, explaining 52.33% of the variance, followed by "Social commitment" (9.54%) and "Ecological valuation" (5.71%). Likewise, it was observed that social commitment is associated with perceived benefits such as community strengthening and ecotourism potential, contributing to the consolidation of a favorable collective perception to-wards the protection of sea turtle. Sea turtle conservation in Sinaloa should integrate emotional ties, ecological valuation, and perceived social benefits to strengthen com-munity participation and ensure program sustainability.