Integrating marine ecosystem conservation and ecosystems services economic valuation: implications for coastal zones governance

•Objective of this study is to link the ecological and economic value scale assigned to the Biophysical Interest Zone of Avencas (ZIBA), Portugal.•Willingness to give time in voluntary work for nature’s conservation was used as an alternative to the monetary technique, in a valuation study.•Results indicate that the population values the ecosystems services of a coastal protected area, particularly people living closer to the area.•The public support in voluntary conservation actions as well as its valuation has important implications in the governance of coastal zones.