Switching from conventional stoves to modern clean, safe, and efficient stoves will improve health and social welfare for the 2.7 billion people worldwide that lack reliable access to modern energy services. In this paper, we critically review some key theoretical dimensions of household consumer behaviour in switching from traditional biomass cooking stoves to modern efficient stoves and fuels. We then describe the results of empirical research investigating the determinants of stove choice, focusing on the relative strength of product-specific factors across three wealth groups. A stated preference survey and discrete choice model were developed to understand household decision-making associated with cooking stove choice in Addis Ababa, Ethiopia. The study found that, with the exception of price and usage cost factors for the high wealth group, the product-specific factors that were investigated significantly affect stove and fuel choices. The relative strength of factors was assessed in terms of Marginal Willingness to Pay and provides some evidence that consumer preference for higher quality fuels and stoves tends to increase with increasing wealth.