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The Social and Solidarity Economy (SSE) is a unique economic model that addresses contemporary community problems by democratising the economy through activities that promote sustainability, solidarity, and collective prosperity. Research on the SSE has increased in recent years, showing its potential as an alternative to dominant economic schemes. This article aims to analyse how the SSE can contribute to sustainability in rural sector associations in Ecuador through the Participatory Action Research (PAR) method. This method empowers various stakeholders, including the community, associations, and the university, to be actively involved in designing, developing, and implementing solutions to alleviate their problems. The results show that in the context of a developing country, this active participation, interaction, and commitment can identify the various problems that the rural sector and its associations are experiencing. This situation allows for possible joint action solutions, involving people who usually do not have decision-making power or are vulnerable, by diagnosing their socio-economic conditions and establishing a training programme where knowledge production is democratic, thus combining theoretical and practical elements according to the needs detected. [ABSTRACT FROM AUTHOR]