Ramos, RicardoRodrigues, Maria JoséRodrigues, Isilda2026-03-062026-03-062025Ramos, Ricardo; Rodrigues, Maria José; Rodrigues, Isilda (2025). The Paradox of Consumption: Material Happiness vs. Environmental Impact. Journal of Sustainability. ISSN 3052-3761. 1:2, p. 1-133052-3761http://hdl.handle.net/10198/35980This article analysesthe correlation between consumerism and happiness, investigating whether owning more material goods contributes to increasing happiness levels. The research addresses the issue of the ecological footprint since the consumerist lifestyle contributes significantly to increasing environmental impact. The methodology adopted is quantitative, using a questionnaire to collect the data. The data was statistically analysedto identify patterns, correlations,and possible differences between the groups, consideringvariables such as age, monthly income, gender,and the region of the planet where the participants lived most of their lives. The results show that monthly income does not influence happiness,and that young people are concerned about the environment. However, thoseaged18 to 24 are the ones who acquire more goods for the sake of status, especially males. They tendto prioritisepersonal relationships over material achievementsas they get older. This work will contribute to the discussion on the role of consumerism in contemporary society, reflecting not only on the implications for individual happiness but also for global sustainabilityengConsumerismHappinessEcological FootprintSustainabilityRelationshipsjournal article10.55845/jos-2025-1285