“…However, most of the researches focused upon the household and commercial users residing in the urban centers (Kowalska-Pyzalska, 2019; Şenol, H., & Zenk, 2020; Villamor et al, 2020). But it has been observed that in some rural communities the pace of adoption of production-consumption of sustainable energy is greater than in urban centers (Han & Wu, 2018) especially in areas where the access of electricity is not available to the communities (Malik, 2020) and in rural places where consumers experience frequent electricity supply breakdown (Sapkota et al, 2014). Despite the huge potential, there is scarcity of literature which can help to understand consumer behavior of rural communities behind the adoption, production and consumption of sustainable energy (Han & Wu, 2018;Clausen & Rudolph, 2020;Gorb et al, 2020;Barbier, 2020).…”