Most sustainable innovations are adapted to the needs of urban areas. In rural areas, these innovations are either not offered at all (e.g., car sharing) or require massive effort and restrictions to be usable or effective (e.g., ride sharing). Going deeper than description, scientific research needs to clarify the conceptualization of sustainability by consumers in urban and rural areas. 

Zulauf K and Wagner R (2021) Urban and Rural Sustainability: Divergent Concepts and Their Consequences for Marketing. Front. Sustain. 2:670866. doi: 10.3389/frsus.2021.670866