Driving Consumer Demand for Clean Cooking in Guatemala
The Guatemalan clean cookstove and fuel community gathered in Antigua in late September to discuss findings from an Alliance-commissioned consumer segmentation study and to prioritize demand-enhancing strategies identified as a result of the research.
Participants used the workshop to brainstorm about how to drive demand for clean stoves and fuels in Guatemala, building from the insights collected during the consumer research. Feedback from participants will inform an Alliance-supported behavior change communication pilot.
The goal of the consumer segmentation study was to better understand the potential market for clean cooking technologies in Guatemala, including consumers most poised to transition from traditional firewood cooking to cleaner cooking methods. It also sought to gather insights about consumers that can be included in the development of demand-enhancing activities. The study was undertaken in response to recommendations included in the Guatemala Country Action Plan and was conducted from January – July 2015 by Fast Track Carbon.
The study examined in detail how clean cooking technologies could be promoted by testing awareness messages, and engaged publicity experts to define a behavior change communication plan to inspire Guatemalans to want to cook clean. The rich quantitative and qualitative data collected provided a deep understanding of current cooking habits and preferences and consumer perceptions of clean cooking products available in the market, and identified some key enablers and barriers to the adoption of clean cooking technologies
The goal of the Guatemala campaign is to increase consumer awareness and understanding of the negative impacts of traditional stove and fuel use, as well as the value, availability, and performance of cleaner and more efficient solutions. The campaign is set to launch in 2016 and will complement the promotional efforts of stove and fuel suppliers and others working in the sector to drive demand for clean cooking in Guatemala.