The Effects of Health Promotion Campaign on Purchase of ACE-1 Cookstove

This 2015 report by the Stockholm Environment Institute evaluates a health promotion campaign for the ACE-1 clean biomass cookstove in Kampong Chhnang, Cambodia. The research found that while positive health messaging increased awareness of the dangers of traditional stove smoke, it did not significantly drive sales. Instead, sales were primarily driven by the persuasiveness and personality of individual sales agents and the functional benefits of the stove (such as fuel savings and phone charging). The high cost of the stove ($100) remained the primary barrier, with all buyers utilizing installment plans. The report concludes that functional benefits and agent trust are more critical for adoption than health-based messaging alone.

• The primary driver for ACE-1 cookstove sales was the individual traits and performance of sales agents rather than the health messaging. A single female sales agent in Toeuk Hout was responsible for 24 of the 34 total stoves sold, attributed to her being "charismatic and went off script explaining both functional and health benefits of the ACE-1."
• Health messaging alone was not an effective driver for purchases. The study found no clear trend in sales performance based on the tone of the message (positive vs. negative) or the level of collateral provided (basic vs. full). The control group, which received no health messaging, did not underperform compared to the intervention groups.
• While health campaigns did not significantly drive sales, they were successful in shifting consumer attitudes and increasing awareness of the harmful effects of traditional cookstove smoke. The most significant increase in health awareness occurred in communes exposed to positive tone messaging.
• The high price of the ACE-1 stove ($100) was the primary barrier to purchase, as it far exceeded consumer expectations. Villagers estimated a fair price to be between $32 and $44, and many stated they would be "very likely" to buy the stove if the price were $50.
• Functional and aspirational benefits were more influential than health benefits for those who purchased the stove. Key drivers included fuel reduction (saving almost 70% in fuel usage), time savings, and the inclusion of a solar panel for phone charging and lighting.
• All purchasers of the ACE-1 stove utilized an installment plan rather than paying the full price upfront. This was preferred because it suited consumers without substantial savings and allowed them to test the product's quality before completing payment.
• Village group events were found to be more effective sales touchpoints than door-to-door visits because they established trust through local authority approval and created a group dynamic that encouraged decision-making.
• The campaign faced significant implementation challenges due to the recruitment of village chiefs as sales agents. These agents often prioritized farming and administration over sales, and some experienced conflicts of interest, even denying sales to villagers they deemed unable to afford the stove.
• There was a significant gap in brand recall; only 27% of consumers correctly identified the stove as the "ACE-1." Most referred to it by its functions, such as the "solar stove" (67%), "healthy stove" (55%), or "phone charging stove" (50%).

APA

Stockholm Environment Institute (2015). The Effects of Health Promotion Campaign on Purchase of ACE-1 Cookstove. https://www.sei.org/mediamanager/documents/Publications/SNV-2015-Cookstoves-health-Cambodia-study.pdf

Chicago

Stockholm Environment Institute. The Effects of Health Promotion Campaign on Purchase of ACE-1 Cookstove. 2015. https://www.sei.org/mediamanager/documents/Publications/SNV-2015-Cookstoves-health-Cambodia-study.pdf.

Wikipedia

{{cite report |author=Stockholm Environment Institute |title=The Effects of Health Promotion Campaign on Purchase of ACE-1 Cookstove |date=December 2015 |url=https://www.sei.org/mediamanager/documents/Publications/SNV-2015-Cookstoves-health-Cambodia-study.pdf |access-date=17 August 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{stockholmenvironmentinstitute2015effects, author = {{Stockholm Environment Institute}}, title = {{The Effects of Health Promotion Campaign on Purchase of ACE-1 Cookstove}}, institution = {Stockholm Environment Institute}, year = {2015}, month = dec, url = {https://www.sei.org/mediamanager/documents/Publications/SNV-2015-Cookstoves-health-Cambodia-study.pdf}, urldate = {2026-08-17}, note = {Indexed by Climate Insights Directory} }