As most countries strive to go carbon neutral by 2050, promoting energy efficiency in buildings is a critical step toward achieving this objective. Here, we propose an innovative lab experiment with a large sample of 306 participants to evaluate the role of informational instruments in shaping individuals' preferences for energy efficiency. To analyze the data, we use a rigorous empirical approach consisting of probit regression and propensity score matching. Our findings suggest that motivational feedback positively and significantly affects energy efficiency preference. We also find that older people are relatively less likely to prefer energy efficiency, as are those who contribute less to an environmental association and those who are more risk-taking and impatient. With lower significance, we also observe that households more confident in government policies' efficiency are more inclined to opt for energy efficiency. Additionally, our study makes a methodological contribution by demonstrating the usefulness of probit regression and propensity score matching in analyzing complex data and determining a causal relationship pertaining to energy-related behavior. Our results have important implications for policymakers and practitioners seeking to promote sustainable building practices and reduce energy consumption in the residential sector.