OICC Press Geoconservation Research 2588-7343 8 2 2026 03 19 Bridging Generational and Educational Divides: Cognitive Uniformity Towards Ecosystem Services in Kenyir Geopark, Terengganu, Malaysia 10.57647/j.gcr.2025.0802.16 EN Ihsan Alwi Faculty of Business, Economic and Social Development, Universiti Malaysia Terengganu, 21030, Kuala Nerus, Terengganu, Malaysia Jamilah Mohd Salim Faculty of Science and Marine Environment, Universiti Malaysia Terengganu, 21030, Kuala Nerus, Terengganu, Malaysia Hazman Samsudin Faculty of Business, Economic and Social Development, Universiti Malaysia Terengganu, 21030, Kuala Nerus, Terengganu, Malaysia Hayati Sa’at Faculty of Business, Economic and Social Development, Universiti Malaysia Terengganu, 21030, Kuala Nerus, Terengganu, Malaysia Journal Article 2026 03 19 The designation of Kenyir Lake as a National Geopark necessitates a dynamic balance between rapid tourism development and natural resource conservation, for which local community support is essential. However, empirical studies on the community's engagement with ecosystem service values remain limited, often overshadowing their role in sustainable governance. This study aims to assess the community’s level of understanding regarding the sustainability of ecosystem services across three core dimensions (environmental, social, and heritage) and to analyze the influence of demographic factors on this awareness. Employing a quantitative cross-sectional survey design, data were collected from 510 heads of household in ten strategically selected villages surrounding Kenyir Geopark. Our analysis reveals that the community possesses a high overall level of understanding (mean = 3.49), with the environmental ecosystem dimension scoring the highest (mean = 3.53). Chi-squared tests show no statistically significant differences in the level of understanding based on age or educational attainment (p > 0.05). This cognitive uniformity demonstrates that environmental awareness in Kenyir Geopark is not contingent upon formal education but is driven by the assimilation of traditional knowledge and experience-based learning. We conclude that a robust form of environmental citizenship exists among the local resident population, and we recommend a policy shift towards a bottom-up management approach to ensure the long-term viability of the Geopark's aspirations.