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Literature Review: Uganda Clean Cooking Behavioral Diagnostic 2 - Coggle…

- - - - Trust in government officials and organizations involved in ICS promotion is low, while mobile salespeople and shopkeepers are more trusted sources. Interestingly, respondents highly value recommendations from neighbors and friends. They also demonstrate a willingness to pay for the broader benefits of ICS, such as less forest destruction, cleaner air, and improved health.
      - BCT
        
        Leveraging social norms of sharing and helping, a behaviorally guided program can use word-of-mouth to spread improved cookstove recommendations. Emphasizing communal benefits and accurate information can build trust and drive adoption within social networks. Leveraging social networks, this approach is self-reinforcing. Positive word-of-mouth recommendations from trusted sources create a powerful momentum for improved cookstove adoption.
        
        Implementing a system that legitimizes shopkeepers and mobile salespeople for improved cookstoves (ICS) is essential to promote trust and confidence in their recommendations. The proposed centralized system would allow customers to verify certified ICS sellers, compare prices, and access relevant information on fuel savings and ICS models. With the majority of Ugandans having mobile phones, a toll-free SMS, USSD, or robo-calling number can facilitate easy access to this information. By reducing ambiguity and risk aversion, this system would enhance trust in ICS recommendations, driving adoption and behavior change.
        
        Risk Aversion - The behavior of humans (especially consumers and investors), when
        exposed to uncertainty,in attempting to lower that uncertainty.
        
        Harnessing children as a vector for behavior change in adopting improved cookstoves (ICS) is a promising approach. Qualitative data highlights family members as trusted sources of advice, making them meaningful vectors for ICS recommendations. Implementing school campaigns that focus on key ICS benefits, like fuel savings, can facilitate meaningful conversations about improved cooking methods at home. By engaging children as advocates for ICS and encouraging discussions within families, this behavior change technique can drive awareness, trust, and adoption of improved cookstoves in the community.
    - - The lack of standardized improved cookstove (ICS) demonstrations hinders trust in the claimed benefits, becoming a significant barrier to ICS adoption. Public demonstrations have proven effective in driving ICS uptake, with 90 percent of respondents valuing them for understanding ICS benefits. However, only 27 percent of respondents have actually seen a demonstration. Given that demonstrations increase ICS adoption by a factor of 5 to 6, their absence remains a major hindrance. Standardizing and increasing public demonstrations can bolster trust and foster greater adoption of improved cookstoves.
      - BCT
        
        Enhance public demonstrations of improved cookstoves by addressing local barriers. Customize demonstrations, involve trusted local figures, and provide one-on-one advice to boost awareness and adoption in specific communities.
        
        Utilizing popular television shows, such as soap operas, to televise public demonstrations is a powerful behavior change technique. This approach allows for reaching both urban and rural populations effectively. By using advertisement breaks to showcase a baseline stove and an improved stove making a meal side by side, viewers can witness the benefits first-hand. Each short update during the breaks on charcoal consumption and food state provides impactful visual demonstrations. This cost-efficient method creates broader awareness and understanding of improved cookstoves, driving behavior change and adoption among the audience.
- - - - The weak distribution of improved cookstoves is a significant barrier to uptake, supported by evidence from distributor surveys and previous reports. Only 56 percent of respondents in the household survey reported having access to some type of improved cookstove, with limited availability in many shops. The lack of improved cookstove stock and accessibility in both urban and peri-urban areas hinders consumer purchase decisions. In rural areas, where the majority of the Ugandan population resides, access is expected to be even more restricted.
      - BCT
        
        Creating ICS-focused pilot stores is a strategic behavior change technique to overcome barriers related to low-improved cookstove (ICS) access. By increasing the number of stores carrying improved cookstoves, this structural solution ensures sustainability in addressing the problem. This low-cost solution not only addresses the lack of access but also offers opportunities for overcoming other barriers highlighted in the report. By establishing pilot stores, the initiative can drive awareness, build trust, and foster greater adoption of improved cookstoves in the community.
    - - The acute lack of variety in improved cookstove (ICS) distribution is a major barrier to uptake.The scarcity of ICS models in shops and markets creates challenges for potential consumers, leading to the ambiguity effect and reduced confidence in purchase decisions. Additionally, the surrogation effect occurs when product faults associated with a specific ICS model are generalized to the entire product category. This lack of variety negatively impacts both supply-side entities and overall ICS uptake. To drive adoption, increasing the range of available ICS models and promoting diversity in distribution is crucial.
      - Surrogation Effect- A psychological phenomenon in which the measure(s) of a construct of interest evolve to replace the construct itself.
      - BCT
        
        To democratize improved cookstove (ICS) comparisons and address the poor supply-side variety, creating a nationwide toll-free line is a valuable front-line solution. This line, accessible through telephone, SMS, and USSD, would offer consumers crucial information about the pros and cons of different ICS models. By increasing access to this information, potential buyers can make more informed decisions when selecting an ICS that suits their needs. Ensuring that the toll-free line remains unlinked to government entities is essential to avoid potential negative effects arising from low institutional trust. This approach empowers consumers, promotes transparency, and encourages wider adoption of improved cookstoves.
    - - The lack of strong distribution networks creates structural barriers to mobile sales of improved cookstoves (ICS). While a significant portion of households express interest in purchasing ICS, around 30 percent require credit to complete the purchase. The absence of a formal credit system and difficulties in organizing return visits pose challenges to providing installment plans. Even in cases where mobile money was considered a solution, 78 percent of respondents still prefer in-person payments. This limited liquidity leads to negative spillover effects when interested households feel they cannot afford an ICS.
      - BCT
        
        Promoting informal lending is a behavior change technique that can facilitate mobile sales of improved cookstoves, particularly in remote rural areas. By designing programs that create informal credit systems, local entities or stores can act as de facto creditors for ICS customers who lack liquidity. When a customer expresses interest in purchasing an improved cookstove but faces financial constraints, a mobile seller can leave the stove with the local institution after receiving a deposit. The customer can then return with the remaining payment to receive the stove. This approach allows for flexible payment options and can increase ICS uptake in areas with limited access to formal credit systems.
    - - High distribution costs in remote rural areas pose a significant structural barrier for manufacturers trying to sell cookstoves to low-income populations. Conversations with distributors validate this challenge, as they prioritize urban-focused efforts for short-term returns on investment.
      - BCT
        
        Social franchise manufacturing and distribution is a behavior change technique that offers a solution to the rural distribution problem of cookstoves. By social franchising cookstove manufacturing in remote regions, microentrepreneurs can be trained to assemble and sell cookstoves locally. This structural solution aligns with on-the-ground realities and can have powerful behavioral spillover effects. The "Ikea effect," where people value items they have assembled more, may come into play, motivating distributors to adopt proactive sales tactics.
        
        Ikea Effect- A cognitive bias in which consumers place a disproportionately high value on products they took part in creating or customizing.
        
        Creating a mechanism for mobile sellers to appoint a local liaison is a behavior change technique that can enhance improved cookstove (ICS) distribution and adoption. By establishing relationships with local entities such as community groups, or women's groups, mobile sellers can benefit from better communication on potential demand, planning future trips, and organizing demonstrations. To incentivize these local stakeholders to collaborate, mobile sellers can offer financial incentives, stove discounts, public recognition, and other rewards. This approach empowers local communities, increases awareness of ICS benefits, and fosters stronger engagement with potential buyers. By leveraging these local liaisons, mobile sellers can drive behavior change, boost ICS adoption, and effectively expand distribution networks in remote and underserved areas.