The influence of cultural identity on willingness to pay values in contingent valuation surveys

Current New Zealand resource management legislation requires local government actively recognise and take into account Māori values in resource management planning. This means the decision process and participants must interact with evidence based on Māori epistemologies. The Māori world-view is holistic in nature in that it embodies historical, environmental, and spiritual values, as well as modern experiences. Concerns arise for Māori communities when planners and developers utilise economic tools such as willingness to pay surveys to determine the total value of a proposed project. Other concerns are caused by surveys that ask a participant “are you Māori” and fail to recognise the diverse realities that exist for Māori. This paper draws from a survey of 700 respondents to identify the extent to which current conventional Contingent Valuation methodologies can measure changes in the environment where the response is culturally influenced. The influence of culture on willingness to pay decisions will be investigated using a measure of Māori identity. These cultural indicators involve assessing an individual's commitment and involvement in Māori cultural issues including: Te Reo (Māori language), whānau, other Māori, whakapapa (genealogy) and tikanga (Māori world view).

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 Record created 2017-04-01, last modified 2020-10-28

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