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Piloting improved cookstoves in India.

Jessica J Lewis¹, Vasundhara Bhojvaid, Nina Brooks

¹a Nicholas School of the Environment , Duke University , Durham , North Carolina , USA.

Journal of Health Communication

|April 4, 2015

Summary

Social marketing strategies significantly impact improved cookstove adoption. Personalized demonstrations and flexible pricing increased sales, while electric stoves were preferred over biomass options, highlighting the need for tailored approaches.

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Area of Science:

Environmental Health
Behavioral Science
Marketing Science

Background:

Improved cookstoves offer environmental and health benefits but face low adoption rates.
Solid fuel use for cooking has significant adverse impacts.
Social marketing provides a framework to understand and influence household fuel choices.

Purpose of the Study:

To evaluate the effectiveness of different social marketing mix strategies on improved cookstove adoption in India.
To identify key factors influencing household purchasing decisions for cookstoves.
To inform scalable strategies for promoting cleaner cooking technologies.

Main Methods:

Conducted pilot studies across three Indian states testing various combinations of promotion, product, price, and place.
Utilized door-to-door demonstrations, information pamphlets, and product choice scenarios.
Collected data on sales, household preferences, and perceived barriers.

Main Results:

Cookstove sales varied widely (0% to 60%) depending on the marketing strategy employed.
Personalized demonstrations combined with pamphlets proved effective for behavior change promotion.
Households showed a strong preference for electric stoves over improved biomass options.
Reduced cooking time was the most valued stove attribute; price was a significant barrier.
Discounts, installment payments, and NGO involvement positively influenced adoption.

Conclusions:

A tailored, multi-faceted social marketing approach is crucial for boosting improved cookstove adoption.
Understanding household preferences, perceived value, and economic barriers is essential.
Extensive testing of messages, pricing, and product types is recommended before large-scale implementation.
A one-size-fits-all strategy is unlikely to be effective in promoting cleaner cookstoves.