The widespread use of traditional biomass fuels in open fires in developing countries brings about serious health effects, besides high fuelwood consumption. A technological innovation-i.e., improved cookstoves-reduce fuel consumption and address the health effects of indoor air pollution. Implementation projects have been conducted worldwide, but have frequently faced very low success rates. Different demographic and socio-economic factors have been analysed to explain low rates but there are almost no studies that try to understand, from the users' perspective, the factors involved when choosing among different cooking technologies. Through a qualitative methodological approach we documented the adoption of improved cookstoves through the implementation programme of a Mexican NGO. Results showed that although the programme raised public awareness, the improved cookstoves did not reach the poorest sector. The socioeconomic level was found positively correlated with the adoption of the improved cookstoves, but neither the age nor the educational levels were. payment of the stove did not seem to be an adoption factor. Differences among individual users were more significant than differences between communities. Finally as men are the principal fuelwood harvesters, they should be considered as an important group in diffusion programs. (c) 2007 Elsevier Ltd. All rights reserved.