Author Identifier (ORCID)
Melissa Fong-Emmerson: https://orcid.org/0000-0003-0775-9768
Claire Lambert: https://orcid.org/0000-0002-0020-2599
Braden Hill: https://orcid.org/0000-0001-7226-3211
Maria M. Ryan: https://orcid.org/0000-0002-1270-0480
Abstract
This study investigates the decision-making process of Indigenous Australian students in pursuing higher education, addressing a gap in understanding their educational choices. It identifies the key factors influencing university enrolment decisions and how these shape students’ educational pathways. Using a narrative-inquiry approach, the study explored the lived experiences of Indigenous students from two Western Australian universities. Through written autobiographies, yarning sessions and one-on-one interviews, participants shared rich, nuanced insights into their journeys to higher education. Findings reveal the pivotal role of ‘sparks’ in normalising higher education as a viable option. Students relied minimally on formal information search, depending heavily on trusted reference groups and institutional choice was guided by a set of key attributes. This study presents an adapted consumer decision-making framework grounded in Indigenous worldviews and highlights the need for tailored, culturally responsive marketing strategies. By centring Indigenous voices and adopting a strength-based approach, this research advances theoretical understanding and offers practical solutions to increase Indigenous student access, participation and equity in higher education.
Keywords
consumer journey, higher education, inclusion, Indigenous consumer decision-making process, narrative inquiry
Document Type
Journal Article
Date of Publication
1-1-2026
Publication Title
Higher Education Research & Development
Publisher
Taylor & Francis
School
School of Business and Law / Office of Deputy Vice-Chancellor (Students, Equity and Indigenous)
RAS ID
94363
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
Comments
Fong-Emmerson, M., Lambert, C., Hill, B., & Ryan, M. M. (2026). Understanding the journey to higher education: decision-making insights from Aboriginal and Torres Strait Islander students. Higher Education Research & Development. Advance online publication. https://doi.org/10.1080/07294360.2026.2660994