It really depends on the style of rural living we're talking about.
In my poor rural neighborhood most people simply consume substantially less than the average urbanite, and they reuse as much as possible. Since everyone has a lot of space, they tend to keep everything around and repair stuff, make things from disused junk, repurpose materials from disused/broken structures, etc.
I've never lived in an urban setting where storage space was so readily available and eyesore messes tolerated that everyone could practice such extreme levels of reuse. I don't even have garbage service at my place.
My urban experiences have been exercises in rampant waste and consumerism.
There are folks who live an urbanite high-consumption lifestyle rurally, and those people are definitely burning a lot of energy getting everything brought to them continuously. But that seems to be the exception around me at least; those households stand out like a sore thumb, with a UPS truck visiting every day.