Conflicting Stakeholder Interests and Natural Gas: A Macromarketing Perspective

摘要

Creation of a less expensive, domestically sourced, and more environmentally neutral energy grid is becoming a global imperative and natural gas (NG) is seen as a crucial component of this impetus. But expansion of NG production is fraught with significant macromarketing challenges; especially in light of recent discoveries of substantial NG reserves beneath heavily populated metropolitan areas. To understand certain decision-making dilemmas involving the benefits and burdens encountered in this macromarketing context, the effect of individualistic and altruistic values (manifesting as personal and societal costs and benefits) on safety and regulatory concerns associated with NG exploration and production are examined. Results suggest cost-oriented values, both individualistic and altruistic, are positively associated with safety and regulatory concerns; whereas benefit-oriented values have a negative association with concerns. These findings yield insights into how various challenges that arise within an extremely complex alternative energy agora might be addressed at local and global levels.