Maximizing the benefits of improved cookstoves: moving from acquisition to correct and consistent use. Global Health: Science and Practice, Advance Access, 2014.
Authors: Anita Shankar, Michael Johnson, Ethan Kay, Raj Pannu, Theresa Beltramo, Elisa Derby, Stephen Harrell, Curt Davis, Helen Petach
ICS must meet consumer needs and preferences if they are to lead to correct and consistent use and to successfully displace traditional stoves. This is also necessary for reducing household air pollution and fuel consumption, and therefore providing maximum health and environmental benefits.However, consumer needs and preferences are complex and are influenced by many contextual and social factors that require a deep understanding of culture, going beyond technology and economics.Successful ICS business models will need to be sensitive to cultural practices in both the design of the product and marketing strategies.Key considerations that can aid in large-scale ICS adoption include:
Recognition that stove adoption does notequate with stove acquisition and that long-term consistent and continuous userequires consumer buy-in and understanding of the value proposition that ICS can provide
- Marketing campaigns that engage the consumer by identifying key attributes of importance to the consumer, rather than long lists of attributes that do not necessarily influence the consumer’s decision
- Ensuring effective user engagement by including demonstrations, training, and post-sales support
- Addressing intra-household gender dynamics to enhance equity in purchasing decisions
- Including women more effectively throughout the cookstove value chain by improving both resources and agency-based support
- Identification and respect for the cultural significance of cooking food
- Understanding the actual-use scenarios of the stove (for example, boiling water for teaversus frying flat breads)
