This study was conducted in two schools of a city in an inland area of the Brazilian Amazon, with the purpose of describing the values attributed by secondary students to the jaguar (Panthera onca). After the application of the questionnaires and the interviews, it was found that students enrolled in a school located in the center of the town were more able to recognize the ecological value of this animal, while those who studied in the school in the rural area tended to describe the jaguar as a dangerous and frightening animal. However, in both cases, most students support the protection of the jaguar. The diversity of opinions provides a platform for educational measures aimed to protect the jaguar and solve the problems in areas where there are conflicts between humans and this species.Keywords: Environmental education. Amazon. Kellert's Typology. Human Ecology. Environmental Ethics.Resumo: Este estudo se desenvolveu em duas escolas de um município localizado no interior da Amazônia brasileira, com o objetivo de descrever os valores atribuídos, por alunos de Ensino Médio, à onça-pintada (Panthera onca). Após a aplicação de questionários e realização de entrevistas, observou-se que os alunos oriundos da escola localizada na sede do município reconheceram mais o valor ecológico deste animal, enquanto os alunos da escola localizada na zona rural tenderam a descrevê-lo, sobretudo, como um animal perigoso e amedrontador. Em ambos os casos, porém, a maioria dos alunos apoia a proteção da onça-pintada. A diversidade de olhares representa uma plataforma para medidas educativas que visem à proteção da onça-pintada e a resolução de problemas em zonas onde há conflitos entre seres humanos e esta espécie.Palavras-chave: Educação ambiental. Amazônia. Tipologia de Kellert. Ecologia humana. Ética ambiental.
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