Many existing sustainability measures and innovations are adapted to the needs of urban areas. Still, they are either not offered at all in rural areas (e.g., car-sharing) or require a massive effort to be usable or practical (e.g., ride-sharing). Against this background, our research aims to understand the consumers’ conceptualization of sustainability in urban and rural areas and show to what extent innovations and their associated dynamics with the consequences for marketers differ. In this way, we contribute to closing the attitude-behavior gap of sustainability.