Applying the Theory of Planned Behavior to Examine Student Preferences in Higher Education Institution Selection

Abstract

The increasing competition and market orientation of the higher education sector have made it essential to understand the factors influencing students’ selection of Higher Education Institutions (HEIs). This study applies the Theory of Planned Behavior (TPB) to examine the role of attitude toward HEI selection, subjective norms, and perceived behavioral control in shaping students’ intention and overall preference toward selecting an HEI. A quantitative, cross-sectional research design was adopted, and data were collected from 320 students who were either in the process of selecting or had recently selected a higher education institution. Data analysis was carried out using Structural Equation Modeling (SEM) to test the proposed relationships. The findings reveal that all three TPB constructs have a significant and positive influence on students’ intention to select an HEI, with attitude emerging as the strongest predictor. Additionally, intention was found to significantly influence student preference toward HEI selection, confirming its mediating role in the decision-making process. The study empirically validates the applicability of TPB in the higher education context and provides useful insights for HEI administrators, marketers, and policymakers to improve institutional positioning, recruitment strategies, and access-oriented initiatives.