A Qualitative Investigation of the Application of Behaviour Modification to Group-Quitting for Māori and Pacific Smokers

Hauora Pacific (HP), a research group for Māori and Pacific nursing students, explored the adaptation of a behaviour modification programme as a health promotion strategy and smoking cessation resource for Māori and Pacific people. Each of seven HP members, supported by a mentor from their family or church, conducted a focus group with about six participants of their own ethnicity. The focus groups met twice. Data were collected on smoking beliefs, and what might aid smoking cessation. In the second meeting, themes common to the seven focus groups from the first meetings were validated, and a draft behaviour modification workbook for “quitting in groups” was discussed and edited. The initial surprise for HP members was that their participants did not share the dominant discourse on health risks from smoking; nor did they want to be told they should quit. Participants framed smoking as a positive activity. Discussion highlighted the common belief that “quitting in groups” would not be a preferred way to stop smoking, linked to personal shame from an inability to stop smoking; and the potential for a group to be too judgmental or pressuring. Although some work on the adaptation of a behaviour modification resource for “quitting in groups” did occur, participants felt that much more Māori or Pacific input would be required to shift an essentially western approach to behaviour change, into something another culture could feel ownership of. Addiction was seen as the issue that had been least well addressed in the past, and participants believed that having more trained-and-available people would be their preferred health resource.