Schematic representation of the balance between collective (i.e. regulating and cultural ES) and individual interests (i.e. provisioning ES). The managers shape the ecosystem to supply provisioning ES which benefit specific beneficiaries (i.e. individual interests). The price of these provisioning ES is determined by the market. The managers can also impact positively or negatively regulating and cultural ES and their stakeholders, respectively, termed beneficiaries and non-beneficiaries (i.e. collective interests). The governance system can influence the balance between collective and individual interests by regulation, labelling, specific aid etc. Adapted from Maebe et al. (2018).