This investigation into the factors that perpetuate Māori smoking examined links between subjective elements of Māori identity, demographic factors and perceived discrimination with smoking status. The analysis used a national probability sample of 667 individuals who self-identified as Māori. According to the results, there is no apparent significant link between smoking and core aspects of Māori identity and cultural engagement. However, the extent to which participants felt they were perceived as prototypically Māori (measured as Perceived Appearance) was reliably associated with smoking. The effect of Perceived Appearance persisted in analyses that took into account perceived experiences of discrimination and other standard demographic indicators.
