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Purpose This study aims to assess the effectiveness of a student participatory approach and assessment to achieve an environmentally friendly behaviour and change strategy. Design/methodology/approach Three time-phase studies employed a participatory and experiential case in the form of ecotourism experiential learning and assessment using a sample of 100 higher education students. Findings The findings suggest that students’ participations through the development, implementation and maintenance of nature-based experiences, combined with professional guides in educating students about sustainable practices has significant and positive effects on pro-environmental behaviour (PEB). The study reveals that social-psychological constructs (except environmental awareness) and socio-demographic variables account for variances in PEB intentions and provides managerial implications for marketers on the use of student participation to enhance behaviour. Practical implications Experiential and guided learning adds value to PEB through performance accomplishments and instrumental support. Social implications The guiding principles of moral norms and acting in favour of the community (general social pressure and the underlying normative beliefs) lead to a higher tendency to perform according to the ideal behaviour. Originality/value This study is the first to use student participation, guided learning, tour guides and experiences to transfer the knowledge of PEB to individuals.

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