It is observed that even in light of heightened awareness among people regarding sustainable issues, there is a lot of environmental degradation that takes place, indicating the inconsistency between knowledge and action. The objective of this study is to determine the intentions towards adopting sustainable practices in life, especially from the perspective of awareness levels and motivation. Conducting a descriptive type of study, primary data were collected from 500 participants selected from Calicut, Wayanad, Kasargod and Kannur districts of Kerala, employing a structured questionnaire for the purpose. It was found that the subjects had a relatively high level of awareness concerning sustainability practices and showed strong intention to adopt them based mainly on the issues of environmental protection, personal health benefits, and eco-products availability. However, some barriers like the cost, difficulty in changing one’s habits, lack of time, and limited availability of the products were identified, especially when it comes to such areas as waste management and sustainable food options. It can be concluded that knowledge is not enough to bring about behavioural change and there is a need for some practical recommendations in this regard.