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

The action research conducted in Kampong Chhnang province found that health messaging alone was not a primary driver for ACE-1 cookstove sales. While positive health campaigns were more effective at shifting attitudes and increasing awareness of household air pollution, actual sales were predominantly driven by the individual traits, persuasiveness, and commitment of sales agents. The most successful agent combined health storytelling with functional benefits, such as fuel reduction and cooking speed. Significant barriers to adoption included the high price of the stove ($100-$115) relative to low household incomes and a lack of disposable cash during the planting season. The study concludes that while health campaigns can change perceptions, sales are more dependent on agent quality, product affordability, and the communication of functional advantages.

• Health messaging was not found to be a particularly effective driver for the purchase of ACE-1 cookstoves, as sales results showed no clear trend based on the tone of the message (positive vs. negative) or the level of collateral provided.
• The individual characteristics and performance of sales agents were the most significant factors in generating sales. A single charismatic agent in Toeuk Hout was responsible for 24 of the 34 total stoves sold, utilizing a pitch that combined functional benefits with personal health storytelling.
• Positive health messaging was more effective than negative messaging in shifting consumer attitudes and increasing awareness of the harmful effects of cookstove smoke, particularly in the Chres and Tbaeng Khpos communes.
• The high cost of the ACE-1 stove ($100 to $115) is a primary barrier to adoption, as most consumers estimated a fair price to be under $50 and reported low monthly household incomes ranging from $159 to $224 on average.
• Functional benefits, such as reduced fuel consumption, faster cooking times, and the ability to charge phones and power a lamp, were cited as top purchase drivers by both buyers and non-buyers.
• Village group events were perceived as more effective sales touchpoints than door-to-door visits because they establish trust through local authority and leverage group dynamics and social pressure.
• All ACE-1 purchasers utilized an installment plan, which was preferred due to a lack of substantial savings and the ability to test the product's quality before the first payment.
• The campaign's reach and effectiveness were hindered by the recruitment of sales agents who lacked experience and were often village officials with competing priorities, such as farming during the planting season.

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} }