In Latin America, the jaguar Panthera onca is one of the most persecuted and hunted carnivores as a result of its depredation of livestock. In north-west Ecuador jaguar populations are highly threatened, and the largest known population (20–30 individuals) is in El Pambilar Wildlife Refuge, a wet tropical forest surrounded by degraded forests and an agricultural matrix. As the killing of jaguars is one of the main threats to this population, its conservation depends on the perceptions and behaviour of the people living in this region. We interviewed people from 159 households (64% of the total) in eight communities in the buffer zone of the Wildlife Refuge, to examine people's perceptions of any harm caused by jaguars, and to determine the factors that influence these perceptions. In general, people perceived that jaguars caused little harm to their domestic animals or to themselves. However, our models showed that young people with a low level of formal education are the demographic group most likely to hold negative attitudes towards the jaguar, suggesting this group could potentially benefit from involvement in environmental education and awareness programmes.