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. 

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.