Homeowners Prioritize Sustainability, But Cost Remains The Biggest Barrier

As utility costs rise and economic uncertainty looms, more homeowners are prioritizing sustainable home upgrades — but not necessarily for environmental reasons.

According to the 2025 AUX In-Home Sustainability Survey, conducted for AUX AIR USA by third-party platform Pollfish, while 58% of homeowners say sustainability is important, 51% prioritize saving money on energy bills over reducing their carbon footprint.

Despite the demand for energy-efficient solutions, cost remains the biggest barrier to adoption. Half of homeowners (50%) cite the high upfront expense of sustainable HVAC systems as the main reason they havent upgraded.

The HVAC industry has seen consistent price increases in recent years due to a combination of rising raw material costs (copper, aluminum, steel), supply chain disruptions, and labor shortages. These factors have driven up both equipment and installation prices, with HVAC system installations now averaging between $5,000 and $15,000, depending on the system type and home size.

Notably, homeowners are not skeptical of sustainable HVAC technology or its ability to deliver energy savings. Instead, the primary concern is affordability, making financial assistance programs crucial in bridging the gap between interest and action.

The survey highlights a critical awareness gap: 62% were unaware of rebate or financing programs that could help offset these costs.

“Its encouraging to see that sustainability is becoming a significant factor in how people approach home upgrades,” said Matthew Lacey, AUX Vice President of East Coast U.S. Sales. “While economic benefits like lower energy bills often drive these decisions, its clear that sustainabilitys impact extends beyond just financial savings — its about creating smarter, healthier, and more efficient living spaces. As leaders in HVAC innovation, were focused on providing solutions that align with these priorities, helping homeowners make meaningful, sustainable choices that benefit their homes and the environment for years to come.”

The survey underscores the need for better consumer education on financial incentives, as greater awareness of rebates, tax credits, and financing options could help make energy-efficient home upgrades more accessible to a wider range of homeowners.