TELEVISIÓN DE CALIDAD PARA NUESTROS NIÑOS Y ADOLESCENTES
CLASIFICACIÓN DE PROGRAMAS
VIII. ESTATUTO PROFESIONAL DE LOS PERIODISTAS
6.1.1 Impact of Māori Ethnicity on Choice Behaviour
CM was used to quantify environmental preferences to investigate the impact of Māori ethnicity on choice behaviour. It was hypothesised that Māori respondents would have stronger preferences for improvements in waterway conditions than non-Māori, based on the traditional connection Māori share with the natural environment. Furthermore, in previous research by Awatere (2008) regarding Māori preferences for improvements to the roadside vegetation, Māori were found to have stronger preferences for environmental improvements. Choice analysis found no significant difference between Māori and non-Māori preferences. However, in urban areas where this research was undertaken, where Māori and non-Māori are similarly educated and integrated in a Western society, cross-cultural differences are less likely. In a modern society the gap between Māori and non-Māori values may be becoming increasingly blurred. Māori and non-Māori may have more similarities than differences regarding desired environmental outcomes.
6.1.2 Impact of Environmental Motivations on Choice Behaviour
Anticipating that multiple factors may influence respondents’ choice behaviour, the impact of environmental motivations on preference heterogeneity was investigated using the CNS. It was hypothesised that respondents with a HCN would have stronger preferences for improvements in waterway conditions than those with a lower affinity with nature.
Contrary to expectations, HCN did not affect preferences in any of the models analysed. However, the ability of the CNS to measure respondents’ environmental affinity was questioned, with measured CNS scores heavily skewed towards a HCN. Advertising appealing to pro-environmental individuals and social desirability were potential causes of bias in the CNS which may have led respondents to overstate their environmental affinity. The design of the CNS has also been questioned in the recent literature. Perrin and Benassi (2009) statistically reviewed the CNS and were unsatisfied with its ability to measure an emotive connection to the natural world. Finally, the small sample size may have been inadequate to identify differences. Due to the possible measurement limitations of the CNS,
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no conclusions were made regarding the influence of environmental motivations on preference heterogeneity.
6.1.3 Impact of Cultural Identity on Choice Behaviour and Environmental Motivations
To account for the possible influence of ethnic heterogeneity, the cultural identity of Māori respondents was measured using the MCIS. The impact of the group exhibiting SMCI on choice behaviour, and environmental motivations, was investigated. It was hypothesised that Māori with a SMCI would have stronger preferences for improvements in waterway conditions than would non-Māori. Also, that Māori respondents, and more specifically Māori with a SMCI, would be more likely to have a HCN.
SMCI did not influence preferences expressed in the choice analysis. Similarly, there was no evidence to suggest that Māori ethnicity or Māori with a SMCI were more likely to have a HCN. The significance of tested relationships may have been inhibited due to the small sample size because the SMCI group had only 11 respondents. The small sample size may also have inhibited the cluster analysis. The resulting two cluster solution formed two very broad clusters and did not identify a group exhibiting SMCI in all dimensions of identity. Issues with the classification of the SMCI group, and the small sample size limited the effectiveness of comparative analysis regarding cultural identity. As a result, no conclusions can be made regarding the influence of cultural identity on preference heterogeneity and HCN.
6.2 Recommendations
Because the research in this study was conducted on a sample of university students, the findings are unable to be extrapolated to the wider population. In order to assess the prevalence within society of the cross-cultural similarities measured, the methods used in this research could be applied to a larger general population. It would also informative to conduct a similar study in rural isolated regions, which are less exposed to Western lifestyles and where traditional Māori values for the environment may have stronger support.
There is an opportunity to look further into the possible causes of preference heterogeneity, and refine and consolidate appropriate and effective scales to support stated preference data. The limitations of the CNS are likely to have inhibited its effective use in this study. If information regarding environmental motivations is desired, the GEC applied by Awatere (2008) may be a more reliable measure, having been successfully tested in stated preference applications. As with the CNS, the MCIS used in this study was subject to numerous
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limitations. Firstly, a larger Māori sample would be needed in future applications to be able to conduct comparative analysis with groups separated into levels of cultural identity. Secondly, the classification process could be adapted to identify a group exhibiting SMCI in all dimensions of identity.
6.3 Contribution to knowledge
The concepts studied, and methods used to investigate cross-cultural differences in choice behaviour were carefully developed and researched, to apply the first CM test of differences between Māori and non-Māori choice behaviour, and the first Māori specific stated preference application relating to waterways. The research approach is novel because it attempted to control for and measure the influence of connection to nature and its relationship with Māori cultural identity.
This study showed that Māori values can be elicited using NMEV, contributing to the growing body of research that has identified the ability to apply NMEV in a multi-cultural context. While Māori values were able to be measured, the resulting lack of significant cross- cultural difference in preferences identified in this research is inconsistent with previous findings by Awatere (2008). Awatere found that Māori preferences for environmental improvements were greater than non-Māori. Thus, there is a need for further cross-cultural NMEV research in New Zealand to be able to progress the debate of whether Māori and non- Māori do hold different preferences towards the environment.
The research process undertaken in this study combines a number of techniques to reduce bias and conduct a culturally sensitive experiment. The design process undertaken in this research combines the entire CM process; the selection of the scenario and attributes for the questionnaire, focus group feedback, experimental design, and model analysis. The steps taken to ensure cultural sensitivity make this application a useful foundation for future applied cross-cultural research.
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