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Piloting improved cookstoves in India.

Publication ,  Journal Article
Lewis, JJ; Bhojvaid, V; Brooks, N; Das, I; Jeuland, MA; Patange, O; Pattanayak, SK
Published in: Journal of health communication
January 2015

Despite the potential of improved cookstoves to reduce the adverse environmental and health impacts of solid fuel use, their adoption and use remains low. Social marketing-with its focus on the marketing mix of promotion, product, price, and place-offers a useful way to understand household behaviors and design campaigns to change biomass fuel use. We report on a series of pilots across 3 Indian states that use different combinations of the marketing mix. We find sales varying from 0% to 60%. Behavior change promotion that combined door-to-door personalized demonstrations with information pamphlets was effective. When given a choice amongst products, households strongly preferred an electric stove over improved biomass-burning options. Among different stove attributes, reduced cooking time was considered most valuable by those adopting a new stove. Households clearly identified price as a significant barrier to adoption, while provision of discounts (e.g., rebates given if households used the stove) or payments in installments were related to higher purchase. Place-based factors such as remoteness and nongovernmental organization operations significantly affected the ability to supply and convince households to buy and use improved cookstoves. Collectively, these pilots point to the importance of continued and extensive testing of messages, pricing models, and different stove types before scale-up. Thus, we caution that a one-size-fits-all approach will not boost improved cookstove adoption.

Duke Scholars

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Published In

Journal of health communication

DOI

EISSN

1087-0415

ISSN

1081-0730

Publication Date

January 2015

Volume

20 Suppl 1

Start / End Page

28 / 42

Related Subject Headings

  • Social Marketing
  • Public Health
  • Pilot Projects
  • India
  • Humans
  • Health Promotion
  • Health Behavior
  • Family Characteristics
  • Equipment Design
  • Cooking
 

Citation

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Lewis, J. J., Bhojvaid, V., Brooks, N., Das, I., Jeuland, M. A., Patange, O., & Pattanayak, S. K. (2015). Piloting improved cookstoves in India. Journal of Health Communication, 20 Suppl 1, 28–42. https://doi.org/10.1080/10810730.2014.994243
Lewis, Jessica J., Vasundhara Bhojvaid, Nina Brooks, Ipsita Das, Marc A. Jeuland, Omkar Patange, and Subhrendu K. Pattanayak. “Piloting improved cookstoves in India.Journal of Health Communication 20 Suppl 1 (January 2015): 28–42. https://doi.org/10.1080/10810730.2014.994243.
Lewis JJ, Bhojvaid V, Brooks N, Das I, Jeuland MA, Patange O, et al. Piloting improved cookstoves in India. Journal of health communication. 2015 Jan;20 Suppl 1:28–42.
Lewis, Jessica J., et al. “Piloting improved cookstoves in India.Journal of Health Communication, vol. 20 Suppl 1, Jan. 2015, pp. 28–42. Epmc, doi:10.1080/10810730.2014.994243.
Lewis JJ, Bhojvaid V, Brooks N, Das I, Jeuland MA, Patange O, Pattanayak SK. Piloting improved cookstoves in India. Journal of health communication. 2015 Jan;20 Suppl 1:28–42.

Published In

Journal of health communication

DOI

EISSN

1087-0415

ISSN

1081-0730

Publication Date

January 2015

Volume

20 Suppl 1

Start / End Page

28 / 42

Related Subject Headings

  • Social Marketing
  • Public Health
  • Pilot Projects
  • India
  • Humans
  • Health Promotion
  • Health Behavior
  • Family Characteristics
  • Equipment Design
  • Cooking