The transition toward sustainable energy systems remains challenging as conventional energy still dominates despite environmental and security concerns. Integrated Energy Services (IES) provide a promising mechanism by optimising energy planning, operation, and delivery through integrated solutions. While previous studies have emphasized technological or policy aspects of IES, little is known about how consumers’ cognition and perceptions shape their acceptance of IES. This study investigates how awareness of conventional energy drawbacks and recognition of IES advantages influence acceptance by surveying 450 households in Beijing, Tianjin, and Shanghai. Descriptive statistics, Spearman’s correlation, and mediation analysis were employed to identify key behavioral pathways. Results reveal that planning and design influence service performance through operation and maintenance, and service efficiency affects price acceptance through perceived service quality. City-level analysis shows that Beijing residents emphasize reliable planning and operations, Tianjin respondents focus on efficiency and responsiveness, while Shanghai consumers place the greatest importance on service quality and fairness. These findings provide new insights into the consumer-level mechanisms of IES acceptance and offer practical guidance for tailoring city-specific strategies to enhance IES implementation and support China’s low-carbon transition.