The 27-year-old star failed to score in the Red Devils 2-0 victory over Wigan Athletic in the FA Cup third round.
Keane, who made 480 appearances in all competitions for the Man United, scoring 51 goals, did not shy away from his comments towards the striker.
He believes the England international star has developed some unhealthy 'bad habits' that have crept into his game, following yet another blank.
Rashford netted 30 goals in all competitions last season, but has just three to his name this campaign.
"I just wanted a bit more [today]. I have high expectations of Rashford - I always want a bit more," Keane told ITV Sport post-match.
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"He's played a game here, getting shots away. He's got I think one or two bad habits, where he's stopping the ball and trying the flicks at the wrong time. I don't think he runs in behind enough.
"I think we were getting frustrated watching him, I think United fans were frustrated watching him.
"United were playing against a League One side here, and I think Marcus must walk off the pitch thinking, 'For all these opportunities, I should be scoring, or certainly providing more assists'."
"That might sound a bit harsh, but that's because we expect a lot from him. It's just these little details," Keane added.
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"He's gone into the habit as well of stopping the ball dead, that makes it easier to defend.
"Listen, one or two shots can go wide, don't get me wrong. Just overall - yeah, we're quick to criticise body language, but there were parts of his game tonight that just frustrated me, and I hope they frustrated his teammates as well, and they should be saying, 'Listen, we expect more from you'."