Post on 09-Oct-2020
The challenges of improved cook stove promotion: Lessons from pilot programs in India
Marc Jeuland (Work w/Jessica Lewis, Subhrendu Pattanayak, Nina Brooks, Vasundhara Bhojvaid, Omkar Patange, and many others)
TRAction Roundtable; Washington DC; March 11 2014
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Outline
Motivation: We know about the negative impacts of traditional stoves But adoption/diffusion rates for ICS are very low… Economics of adoption are not well understood
Our “pilot” strategy: Is it possible to design & evaluate an effective intervention to “sustain use” of improved stoves? Lets see … Systematic analysis of outcomes from these pilots
Conclusions and discussion
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Motivation: Lots of negative impacts of biomass‐ burning
Large and growing literature: 1. Climate impacts (short term forcer, glacier melt) (IPCC, 2012; Ramanathan 2007)2. Regional air quality (ABC) (Rehman et al. 2011)3. Deforestation and forest degradation (Bensch & Peters 2013; Geist & Lambin)4. Time costs: Drudgery of fuel wood collection (Heltberg 2004; Mekonnen & Kohlin 2010)5. Health damages: Especially women & children (Dherani et al., 2008)
But… Many unknowns regarding drivers of adoption and impacts of improved cook stoves
(ICS) on climate, forest, health Supply chain is surprisingly underdeveloped, and local R&D efforts appear limited Uncertain costs and benefits (Jeuland & Pattanayak, 2012)
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Motivation: Adoption of environmental health technologies
Adoption is a (bounded) rational decision (Pattanayak & Pfaff, 2009) Interventions can shift constraints: Information & subsidy reduce cost Psycho-social factors matter: Time & risk preferences, peer pressure
Increasing evidence on ICS: “Up in Smoke”: You can’t just drop stoves on people, even cheap and supposedly
clean/efficient ones (Hanna et al.) Ranging results from other “free stove” studies (e.g., Bensch et al.) A few low demand studies (papers by Mobarak et al.) “Low-risk” experience matters (Levine & Cotterman; Beltramo et al.) Larger gray literature, e.g. Shell Foundation; Abt Associates; GACC
Evidence in this domain raises many questions (implementation, short vs. long-term impacts, generalizability,…)
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This study: Analysis of pilot testing of promotion strategies (part of a larger strategy to systematically study ICS adoption)
Literature / Prior Work• Adoption Determinants• Impact evaluations• Marketing studies
Context‐Specific Data• Baseline cooking and fuel
use behaviors• Knowledge & perceptions• Stove design preferences
Intervention Design
→ Purpose of pilots was to identify a set of meaningful intervention parameters that we could manipulate experimentally to test effects on adoption and useIn practice, this meant identifying elements that seemed more or less important for inducing behavior change in our study context (in preparation for large sample tests)
Pilots
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Gangetic Plains of UP
Context: Three different pilot contexts in India
Mountains of Uttarakhand (UK)
Tropical Odisha6
Sample characteristics (15-25 hhs/pilot)7
Household characteristics Uttar Pradesh Odisha Uttarakhand TotalBPL 48% 43% 71% 55%% female headed household 13% 10% 11% 11%Head of household education (yrs) 5.3 5.1 6.7 5.7Head cook education (yrs) 1.4 3.4 5.1 3.6SHG membership 9% 57% 62% 50%# hrs electricity 5.0 18.8 20.2 16.6% latrine access 9% 94% 98% 79%% fuelwood used for heat 100% 76% 98% 89%% taken out a loan 9% 18% 64% 34%% trad stove ownership 100% 96% 98% 97%% Imp stove ownership 9% 14% 60% 31%Time spent gathering fuel (hrs/week) 16.3 4.5 18.8 12.3
What we varied in these pilots
Plan Partner Payment design Social marketing Stoves offered Sales Uttar Pradesh
ANon‐TERI
TERI
Upfront paymentRebates w/use
Basic: Pamphlets HH demos
Natural + Forced draft 0 stoves
B Installments Basic Natural + Forced draft 2 stoves
C InstallmentsRebates w/use
Intensive: Basic activities + … Community demos Village posters
Natural draft 3 stoves
OrissaD
Gram Vikas
InstallmentsRebates w/use Intensive + NGO Natural draft 14 stoves
E Installments Intensive + NGO Natural draft 4 stovesUttarakhand
F
Chirag
Installments Rebates w/use
Extended Intensive + NGO Extended village demos New pamphlets HH visits and demos
Natural draft + Electric stove 19 stoves
G InstallmentsStove return option Extended Intensive + NGO (see Plan F) Natural draft + Electric stove 17stoves
H InstallmentsRebates w/use Extended Intensive + NGO (see Plan F) Natural draft 2 stoves
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What we varied in these pilots: 1. Context/institution
Plan Partner Payment design Social marketing Stoves offered Sales Uttar Pradesh
ANon‐TERI
TERI
Upfront paymentRebates w/use
Basic: Pamphlets HH demos
Natural + Forced draft 0 stoves
B Installments Basic Natural + Forced draft 3 stoves
C InstallmentsRebates w/use
Intensive: Basic activities + … Community demos Village posters
Natural draft 4 stoves
OrissaD
Gram Vikas
InstallmentsRebates w/use Intensive + NGO Natural draft 14 stoves
E Installments Intensive + NGO Natural draft 4 stovesUttarakhand
F
Chirag
Installments Rebates w/use
Extended Intensive + NGO Extended village demos New pamphlets HH visits and demos
Natural draft + Electric stove 19 stoves
G InstallmentsStove return option Extended Intensive + NGO (see Plan F) Natural draft + Electric stove 17stoves
H InstallmentsRebates w/use Extended Intensive + NGO (see Plan F) Natural draft 2 stoves
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What we varied in these pilots: 2. Payment plans
Plan Partner Payment design Social marketing Stoves offered Sales Uttar Pradesh
ANon‐TERI
TERI
Upfront paymentRebates w/use
Basic: Pamphlets HH demos
Natural + Forced draft 0 stoves
B Installments Basic Natural + Forced draft 3 stoves
C InstallmentsRebates w/use
Intensive: Basic activities + … Community demos Village posters
Natural draft 4 stoves
OrissaD
Gram Vikas
InstallmentsRebates w/use Intensive + NGO Natural draft 14 stoves
E Installments Intensive + NGO Natural draft 4 stovesUttarakhand
F
Chirag
Installments Rebates w/use
Extended Intensive + NGO Extended village demos New pamphlets HH visits and demos
Natural draft + Electric stove 19 stoves
G InstallmentsStove return option Extended Intensive + NGO (see Plan F) Natural draft + Electric stove 17stoves
H InstallmentsRebates w/use Extended Intensive + NGO (see Plan F) Natural draft 2 stoves
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What we varied in these pilots: 3. Promotion intensity
Plan Partner Payment design Social marketing Stoves offered Sales Uttar Pradesh
ANon‐TERI
TERI
Upfront paymentRebates w/use
Basic: Pamphlets HH demos
Natural + Forced draft 0 stoves
B Installments Basic Natural + Forced draft 3 stoves
C InstallmentsRebates w/use
Intensive Basic activities + … Community demos Village posters
Natural draft 4 stoves
OrissaD
Gram Vikas
InstallmentsRebates w/use Intensive + NGO Natural draft 14 stoves
E Installments Intensive + NGO Natural draft 4 stovesUttarakhand
F
Chirag
Installments Rebates w/use
Extended Intensive + NGO Extended village demos New pamphlets HH visits and demos
Natural draft + Electric stove 19 stoves
G InstallmentsStove return option Extended Intensive + NGO (see Plan F) Natural draft + Electric stove 17stoves
H InstallmentsRebates w/use Extended Intensive + NGO (see Plan F) Natural draft 2 stoves
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What we varied in these pilots: 4. Stoves
Plan Partner Payment design Social marketing Stoves offered Sales Uttar Pradesh
ANon‐TERI
TERI
Upfront paymentRebates w/use
Basic: Pamphlets HH demos
Natural + Forced draft 0 stoves
B Installments Basic Natural + Forced draft 3 stoves
C InstallmentsRebates w/use
Intensive: Basic activities + … Community demos Village posters
Natural draft 4 stoves
OrissaD
Gram Vikas
InstallmentsRebates w/use Intensive + NGO Natural draft 14 stoves
E Installments Intensive + NGO Natural draft 4 stovesUttarakhand
F
Chirag
Installments Rebates w/use
Extended Intensive + NGO Extended village demos New pamphlets HH visits and demos
Natural draft + Electric stove 19 stoves
G InstallmentsStove return option Extended Intensive + NGO (see Plan F) Natural draft + Electric stove 17stoves
H InstallmentsRebates w/use Extended Intensive + NGO (see Plan F) Natural draft 2 stoves
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Stove purchases by stove type13
Forced & Natural Draft, 0%
Natural Draft, 0%
NaturalDraft, 0%
NaturalDraft, 0%
0%
10%
20%
30%
40%
50%
60%
70%
A B C D E F G HPilot
Forced Draft Natural Draft Electric
Summary from these pilots
Plan Partner Payment design Social marketing Stoves offered Sales Uttar Pradesh
ANon‐TERI
TERI
Upfront paymentRebates w/use
Basic: Pamphlets HH demos
Natural + Forced draft 0 stoves
B Installments Basic Natural + Forced draft 3 stoves
C InstallmentsRebates w/use
Intensive: Basic activities + … Community demos Village volunteers
Natural draft 4 stoves
OrissaD
Non‐GVGram Vikas
Installments Intensive Natural draft 4 stoves
E InstallmentsRebates w/use Intensive + NGO Natural draft 13 stoves
Uttarakhand
F
Chirag
Installments Rebates w/use
Extended Intensive + NGO Extended village demos New pamphlets HH visits and demos
Natural draft + Electric stove 15 stoves
G InstallmentsRebates w/use Extended Intensive + NGO (see Plan F) Natural draft 2 stoves
H InstallmentsStove return option Extended Intensive + NGO (see Plan F) Natural draft + Electric stove 20 stoves
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Bottom line for sales:• Limited success in UP, better success with NGOs in Odisha and UK• Installments seemed critical (few hhs willing to pay upfront)• Effect of rebates and stove return option unclear• Intensive promotion by NGO (demos and info sheets) necessary but
not sufficient • Stove choice really helped in UK (attractiveness of electric stove)
Other results: Features and awareness of ICS15
0.2
.4.6
% o
f hou
seho
lds
Did not purchase Purchased
Best Stove Attributes, by purchase decision
Smoke Produced Cooking TimeAbility to cook all foods Amount of fuelAttractiveness
0.2
.4.6
.8%
of h
ouse
hold
s
Did not purchase Purchased
Worst Stove Attributes, by purchase decision
Cost # of peopleMaintenance CleaningElectricity Bill
Adopters: - Were more likely to have seen demos or informational brochures- Spent greater amounts of time collecting fuels prior to ICS purchase- Had higher SES and greater reliability of electricity (hrs/day)Results are consistent with predictions from the household production model
Other results: Did households use purchased ICS?16
1. Yes, nearly all used the new ICS, and reported satisfaction with it
2. But they continue to use other stoves too
3. And electric stove purchasers do more cooking: What is the net effect?
“In a typical day when stove is used, how many hours do you use it?”
Discussion
Results are merely suggestive: Small samples, lots of things varying across pilots, but…
Demand side: It’s not that easy to sell stoves to poor rural households, but we got to 40-70% with: Choice of attractive, affordable stoves (particularly electric) Personalized demonstrations / visits, and detailed explanations
(limited knowledge prior to info provision) Installment payment options critical (cost is an obstacle) Rebates or option of stove return (perhaps) Use % at follow-up visits was high
Supply: Getting stoves into villages was no easy task! No existing ICS supply networks; we had to establish these Maintenance concern Implementing organization must be trusted and effective
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