This paper focuses on the reasons for enrolment demand in higher education in Greece through data collected from 400 students enrolled in the final year of post-secondary education in the Athens area. Results showed that Greek students choose to follow higher studies for a number of reasons but mainly because higher education offers high-level knowledge that creates career opportunities. Family monthly income appeared to be an influential factor in the demand for higher education in Greece since, among those students from families with a greater monthly income, those who had not passed the entrance exams for Greek universities had more opportunities to pursue higher studies abroad. This paper identifies that a more appropriate response, on the part of higher education, to the needs and demands of the labour market could help prevent employment mismatches and so minimise graduate unemployment. (Contains 3 tables and 1 note.)