This study examines the adoption of clean cooking technologies in developing countries with a focus on the ACE-1 advanced biomass stove (ABS). Marginalized communities in rural environments are often exposed to high levels of Household Air Pollution (HAP) due to the common use of traditional cookstoves. The United Nations (UN) has recognized the adoption of clean cooking technology like the ABS as a key driver and high-impact opportunity in the context of the 2030 Agenda for Sustainable Development. Nonetheless, the context for adoption is complex. Adoption depends on numerous variables, that can enable or hinder the uptake of modern cookstoves. This study is based on the assumption, that adoption starts with the decision-making process and acquisition of the stove. Based on a field study in rural Cambodia, this research focuses on users at the initial stage of adoption. By means of questionnaire-based interviews, this study identifies how variables related to ‘fuel and technology’ and ‘household and setting’ affect the likeliness of adoption and what opportunities can be identified to facilitate the process of adoption. The study finds, that ABS-suitable biomass fuels are available and accessible in rural Cambodia. Besides, the production of renewable biomass fuels like pellets is growing, which provides opportunities for collaboration with stove distributors. The study confirms the common practice of stove stacking and points out the strong market presence of Liquefied Petroleum Gas (LPG) stoves. Market activities need to consider these factors and highlight the competitive advantages of AB, namely fuel efficiency and cost savings. Finally, the impact of social influence and peer relations should be further researched and taken into consideration for sales and marketing activities.