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The report employs a Household Energy Economic Analysis (HHEA) model based on discrete choice analysis and stated preference surveys to understand why clean cooking technologies often fail to penetrate Sub-Saharan African markets. By surveying households in Addis Ababa, Dar es Salaam, and Maputo, the study argues that product-specific attributes—such as stove price, usage cost, safety, and smoke levels—are as critical as socio-economic factors in determining consumer choice. The findings reveal that low-income households are significantly more sensitive to upfront stove prices than usage costs, while higher-income groups show a greater willingness to pay for reduced smoke and increased safety. The report concludes that for bio-ethanol stoves to be viable, particularly for the poor, policies must address both the initial purchase price through subsidies or microfinance and the ongoing fuel costs.