The objective of the investigation is to verify if the supliers of tourist services of Playa Azul have a sustainable conscience regarding their natural and cultural resources. The work approach is mixed with a qualitative predominance; observational exploratory level. Questionnaires and interviews were applied to key peoples: authorities, habitants and supliers of tourist services. Sustainable awareness was addressed in the environmental, social and economic pillars and is analyzed in the cognitive, affective, conative and active categories. The results indicate inadequate use of natural resources, observable in the effects to the lagoon and obvious contamination of beaches and streets. They do not perceive the value of their cultural resources such as gastronomy, customs and primary activities such as fishing, they also have a limited health service and a poor educational level. No evident socio-economic development has been achieved in the community. It can be concluded that the level of sustainable awareness is low, call for sustainable awareness workshops and environmental education programs