Thurber Mark C, Phadke Himani, Nagavarapu Sriniketh, Shrimali Gireesh, Zerriffi Hisham
Program on Energy and Sustainable Development, Stanford University, 616 Serra Street, Encina Hall East E412, Stanford, CA 94305, USA.
Department of Economics, Brown University, Box B, Providence, RI 02912, USA ; Center for Environmental Studies, Brown University, Box B, Providence, RI 02912, USA.
Energy Sustain Dev. 2014 Apr 1;19:138-150. doi: 10.1016/j.esd.2014.01.002.
Replacing traditional stoves with advanced alternatives that burn more cleanly has the potential to ameliorate major health problems associated with indoor air pollution in developing countries. With a few exceptions, large government and charitable programs to distribute advanced stoves have not had the desired impact. Commercially-based distributions that seek cost recovery and even profits might plausibly do better, both because they encourage distributors to supply and promote products that people want and because they are based around properly-incentivized supply chains that could more be scalable, sustainable, and replicable. The sale in India of over 400,000 "Oorja" stoves to households from 2006 onwards represents the largest commercially-based distribution of a gasification-type advanced biomass stove. BP's Emerging Consumer Markets (ECM) division and then successor company First Energy sold this stove and the pelletized biomass fuel on which it operates. We assess the success of this effort and the role its commercial aspect played in outcomes using a survey of 998 households in areas of Maharashtra and Karnataka where the stove was sold as well as detailed interviews with BP and First Energy staff. Statistical models based on this data indicate that Oorja purchase rates were significantly influenced by the intensity of Oorja marketing in a region as well as by pre-existing stove mix among households. The highest rate of adoption came from LPG-using households for which Oorja's pelletized biomass fuel reduced costs. Smoke- and health-related messages from Oorja marketing did not significantly influence the purchase decision, although they did appear to affect household perceptions about smoke. By the time of our survey, only 9% of households that purchased Oorja were still using the stove, the result in large part of difficulties First Energy encountered in developing a viable supply chain around low-cost procurement of "agricultural waste" to make pellets. The business orientation of First Energy allowed the company to pivot rapidly to commercial customers when the household market encountered difficulties. The business background of managers also facilitated the initial marketing and distribution efforts that allowed the stove distribution to reach scale.
用燃烧更清洁的先进炉灶取代传统炉灶，有可能改善发展中国家与室内空气污染相关的重大健康问题。除了少数例外情况，大型政府和慈善机构分发先进炉灶的项目并未产生预期效果。以商业为基础的分发方式，追求成本回收甚至利润，可能会取得更好的效果，这既是因为它们鼓励经销商供应和推广人们需要的产品，也是因为它们基于激励措施得当的供应链，这种供应链更具可扩展性、可持续性和可复制性。从2006年起，印度向家庭销售了超过40万台“奥贾”炉灶，这是气化型先进生物质炉灶最大规模的基于商业的分发。英国石油公司的新兴消费市场（ECM）部门及其后续公司第一能源公司销售了这种炉灶及其所使用的颗粒状生物质燃料。我们通过对马哈拉施特拉邦和卡纳塔克邦销售该炉灶地区的998户家庭进行调查，以及对英国石油公司和第一能源公司员工进行详细访谈，评估了这项工作的成效及其商业方面在结果中所起的作用。基于这些数据的统计模型表明，奥贾炉灶的购买率受到该地区奥贾营销强度以及家庭原有炉灶组合的显著影响。采用率最高的是使用液化石油气的家庭，奥贾的颗粒状生物质燃料降低了他们的成本。奥贾营销中与烟雾和健康相关的信息并没有显著影响购买决策，尽管它们似乎确实影响了家庭对烟雾的认知。到我们进行调查时，购买奥贾炉灶的家庭中只有9%仍在使用该炉灶，这在很大程度上是第一能源公司在围绕低成本采购“农业废弃物”制成颗粒建立可行供应链时遇到困难的结果。当家庭市场遇到困难时，第一能源公司的商业定位使其能够迅速转向商业客户。管理人员的商业背景也促进了最初的营销和分发工作，使炉灶分发达到了一定规模。
