August 2013 — As the evidence base linking improved cookstoves with positive health and energy impacts grows, so does attention on how best to influence household uptake and consistent and correct use. This study uses qualitative and quantitative methods that draw from social marketing and social science to explore consumer perceptions of five of the most promising improved cookstoves potentially available for distribution in Bangladesh. The study complements other efforts by a range of stakeholders to strengthen market‐based approaches and consumer choice for improving household air quality and reducing the environmental impacts associated with dependence on biomass fuels.