Tourism and hospitality industry are a major contributor to the global economic development, but it is also substantially linked to environmental degradation. In the wake of alarming environmental problems which render sustainable development infeasible, hospitality enterprises have picked up pace and put greater effort in finding practical solutions. Through acquisition of third-party eco-certifications, hospitality establishments show commitment to environmental conservation and seek continued support from all stakeholders, especially their guests. However, guests’ participation in green initiatives depends on their beliefs from which ecological perceptions are formed. Hotel guests’ eco-perceptions can be barriers or enablers of successful implementation of green practices. Drawing on the Theory of Reasoned Action and Theory of Planned Behaviour, this study sought to find out the effects of eco-friendly perceptions on guests’ behaviour in eco-rated camps at the Maasai Mara National Reserve in Kenya. Specifically, the study sought to determine: the effect of perceived behavioural consequences, perceived subjective norms and perceived behavioural control on guests’ behaviour respectively. Additionally, the mediating role of behavioural intentions on guests’ eco-friendly perceptions and behaviour was determined. The philosophical position of the study was pragmatism with an embedded mixed methods research design. The target population comprised of 44 ecorated camp managers and 208, 620 visitors to the reserve. Ten camp managers were purposively selected and 399 hotel guests were selected using clustered, stratified and proportionate random sampling techniques. Questionnaires were administered to guests and interviews were conducted with camp managers. Quantitative data was presented using descriptive statistics which included frequencies, percentages, means and standard deviation, and analysed using inferential statistics which were derived from Structural Equation Modelling (SEM)-Partial Least Squares technique (PLS). Qualitative data was analysed using narrative analysis. The study established that perceived behavioural consequences (β=0.0317, p=0.005) and perceived behavioural control (β =0.289, p=0.001) had significant direct effect on guests’ behaviour hence, both null hypotheses were rejected. However, perceived subjective norms had no significant direct effect on guests’ behaviour (β=0.008, p=0.36) hence, the null hypothesis was adopted. Some managers reported that ‘… our guests feel very proud of themselves when they are called upon to participate in one of the many tree planting exercises…’‘…most of our guests are always eager to participate in low environmental impact activities such as guided nature walks, culture talks, village visits and bird watching…’‘…guests are very receptive to use of wax candles at dinners…’. The study concluded that perceived behavioural consequences and perceived behavioural control had significant effect on guests’ behaviour and that behavioural intentions had partial mediation effect. The study recommended use of messages which evoke positive emotions and paint a more optimistic picture of green practices to encourage guests’ green behaviour. Additionally, sharing success stories such as results of efforts by other guests would endorse eco-friendliness and boost guests’ confidence in reducing environmental degradation. Future studies could adopt a longitudinal approach to explore actual guests’ behaviour following appraisal of their ecological perceptions, while a more homogenous sample would shed more light on the role of perceived subjective norms in eco-friendly behaviour.