The aim of this study was to analyze the perception of Brazilian family farmers on the subject of sustainability in small farms. The central question is how to keep people in rural areas, encouraging the rational use of natural resources so as to cause the least environmental impact possible with its production practices without discussion of the sustainability issue. The problem lies in the sustainability of small farms using family labor, in which the production process, in general, is handmade and the production scale is small. The theoretical framework includes the issue on the grounds of the new rurality, productive diversification, pluriactivity and multifunctionality. The results indicate that the family farmers of small farms do not consider the adoption of production practices that rationally use natural resources and/or cause less environmental impact. The action of the capitalist logic is, guided by practices that generate enough income to keep the family members, reproduced from the practices observed in large farmers. The theoretical definition of rural sustainability is dissociated from practice in small farms, which are justified mainly by the absence of family labor and low profitability in productive activities that include the diversification of production and scale of production.