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Despite the multifarious benefits of improved cooking stoves (ICSs) over traditional biomass stoves, the ICSs adoption rate in rural Bangladesh remains nominal. This paper provides evidence that there is a growing demand for this environmentally friendly and less-hazardous stove. Using a discrete choice experiment (DCE) technique, we surveyed 259 sample households in the south-western region of Bangladesh. The results from the mixed logit model suggest that households are willing to pay (WTP) about $7 on average for a 'realistic' (i.e., one unit or 25 %) reduction in fuel consumption and smoke emission. Moreover, we found that a one-unit (33 %) reduction of cooking time and maintenance frequency increases households' WTP by about $3 and $5 respectively. Finally, this study underscores that extensive promotion, lower installation costs and higher social awareness about health risks and environmental degradation are likely to promote ICSs adoption. • A discrete choice experiment (CE) uses to elicit households' preference for ICSs. • This study conducted in the south-west region of Bangladesh. • Households value for fuel consumption, smoke emissions and maintenance frequency. • Extensive promotion and lowering installation cost increase demand for ICSs. [ABSTRACT FROM AUTHOR]