Punjab's farmers have regularly attained the highest yield in rice production in the country by implementing Green Revolution (GR) practices. Nevertheless, the consequence is the severe deterioration of the ecosystem due to the excessive utilisation of resources and groundwater for irrigation purposes. Although there have been continuous calls for diversification, the farmers persist in adhering to conventional GR methods of cultivating rice. The present investigation focuses on examining the farmers' perception on growing rice in sustainable manner in Punjab. Furthermore, the study aids in comprehending the components accountable for a seamless shift towards sustainable rice agriculture. The research design employed was qualitative. The data was gathered by purposive sampling technique, including semi-structured interviews in the Moga district of Punjab. The data analysis employs the grounded theory approach of theme analysis using MAXQDA 2022. The results indicate that farmers are cognizant of the unsustainable nature of their current practices. However, the lack of appropriate/relevant knowledge on sustainability and a lack of profitability due to absence of a specific market for sustainable produce are the main barriers to adoption. The study illustrates the farmers' anticipation regarding well-designed policies, guaranteed markets, and prices for environmentally friendly agricultural products