This paper explores an agenda for consumer behaviour research as it relates to tribal consumerism. It is argued that while the international consumer behaviour research field is inspired by Indigenous knowledges, the quality of research will be relatively poor and unconvincing unless Indigenous researchers and voices make their way into those conversations. We argue for greater plurality through Indigenous participation in consumer behaviour research, and we challenge business schools to realise their accountability.

A growing body of research within the realm of Māori entrepreneurship is being produced by researchers offering powerful alternatives to Western hegemonic academic discourses. Ethnic minority research has also sought to challenge the West’s construction of entrepreneurship and its lack of plurivocality, yet few entrepreneurship models have embraced intersecting theory. We think that this oversight presents a useful opportunity for enhancing the study of Māori entrepreneurship in Aotearoa New Zealand.