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The generalization–specialization continuum exhibited in pollination interactions currently receives much attention. It is well-known that the pollinator assemblage of particular species varies temporally and spatially, and therefore the ecological generalization on pollinators may be a contextual attribute. However, the factors causing such variation and its ecological and evolutionary consequences are still poorly understood. This variation can be caused by spatial or temporal variation in the pollinator community, but also by variation in the plant community. Here, we examined how the floral neighbourhood influenced the generalization on pollinators and the composition of pollinators of six plant species differing in generalization levels and main pollinators. The diversity, identity and density of floral species affected both the level of generalization on pollinators and the composition of visitors of particular plant species. Although the relationships to floral neighbourhood varied considerably among species, generalization level and visitation by uncommon pollinators generally increased with floral diversity and richness. The generalization level of the neighbourhood was negatively related to the generalization level of the focal species in two species. The number of flowers of the pollinator-sharing species and the number of flowers of the focal species had different effects on the composition of visits in different species; attributable to differences in facilitation/competition for pollinator attraction. We propose that an important ecological implication of our results is that variation in species interactions caused by the pollination context may result in increased community stability. The main evolutionary implication of our results is that selection on flower and pollinator traits may depend, to an unknown extent, on the composition of the co-flowering plant community.