The application of stated preference non-market valuation approaches in settings where there are strong cultural differences in environmental perspectives potentially misrepresent strengths of preferences for different groups. This paper reports on a study that measured strength of affiliation with traditional Māori identity, strength of connection with nature, and monetary measures of value derived from a choice experiment. The relationships between these three measures are explored to test the alignment of Māori identity with connection to nature, and to test the dependence of monetary valuation on cultural identity and connection with nature. The tests are applied in the context of a case study addressing water management in the Waikato Region.