Ecological management (including restoration) of natural habitats is crucial for preserving biodiversity and maintaining ecosystem health. While its ecological significance is apparent, successful management also requires public support and thus has a social dimension. Here, we study (1) pro‐environmental values and attitudes toward (2) ecological management in general, and (3) specific restoration actions, clearing and burning junipers aimed at (4) conserving the nationally endangered Apollo butterfly ( Parnassius apollo ), conducted at the locality of the survey (the SW Finland archipelago). An electronic questionnaire designed to gauge these four listed attitudes was distributed among residents and visitors, yielding 230 responses, which were analyzed in a Structural Equation Model framework to reveal a positive correlation (0.57) between individuals' pro‐environmental values and their support for ecological management in general. However, the association between pro‐environmental values and specific restoration actions at the place of survey and concern about the management target (Apollo) was weaker (0.36 and 0.37, respectively) although positive. The results underscore the importance of fostering environmental values and enhancing community engagement in conservation efforts, as public support of ecological management does not seamlessly align with supporting actions at specific sites. We discuss our findings with respect to the NIMBY and sense of place concepts. This study highlights the critical need to address public concerns and promote transparency in ecological management to better align governmental policies with community sentiments.