Human behavior plays a pivotal role in achieving greater energy savings. Choices such as setting indoor temperatures, using energy-efficient (star-labeled) appliances, and engaging in demand-response programs are all closely tied to individual actions and attitudes. Ultimately, people are at the heart of energy efficiency efforts. The obstacles to adopting energy-saving practices are often not just technical—they are deeply rooted in social and behavioral factors. Hence, the study aimed to know the rural consumers’ behaviour towards energy conservation and efficiency in Erode District. To achieve the objectives of this study, both primary and secondary data were extensively utilized. Primary data was collected using the questionnaire method. First-hand information was obtained from 100 rural consumers in the Erode district through convenience sampling. Respondents were selected based on their availability and willingness to participate. A structured questionnaire was used for the sample survey and was duly completed by the participants. The collected data was then analyzed and interpreted using multivariate statistical techniques, specifically multi-discriminant analysis. Designing effective behavioral interventions requires a clear understanding of how behaviors are formed and the factors that can influence them. People’s decisions—both conscious and unconscious—are shaped by various cognitive biases, often leading them to act in predictably irrational ways. These biases significantly affect how consumers respond to policy measures. Therefore, incorporating insights from behavioral economics and social sciences is essential for developing strategies that effectively guide and influence consumer behavior.