Eco-Consumerism: A Paradox of Opposing Ideas Dimitrieska, Savica Sulejmani, Liza Alili Keywords: consumerism ecology natural resources energy environmental protection Consumerism and ecology are two opposing phenomena that rest on entirely different principles. Consumerism supports excessive use of goods and services, which leads to increased production, i.e., higher usage of natural resources, raw materials, energy, equipment, and labor. On the other hand, ecology advocates for the sustainable consumption of resources, minimizing energy and land use, and environmental protection. The continuous rise of production and consumption leads to deforestation, depletion of natural resources, water and air pollution, natural disasters, climate change, and a severe loss of biodiversity. Human activities threaten the health and life of all living things on the planet. Consumerism simultaneously fosters economic growth and enhances individual well-being, while also exerting a profound and often detrimental impact on environmental sustainability. However, a healthy environment is not compatible with prevailing consumer behavior, characterized by consumerism and increased production. The paper, based on both secondary and primary data, aims to explore whether consumerism and ecology can converge in pursuit of ensuring survival, sustainable well-being, and a future for humanity. Balkan University Press 2025-11-30 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Research Article application/pdf https://brj.ibupress.com/articles/eco-consumerism-a-paradox-of-opposing-ideas Balkan Research Journal; Vol. 2 No. 2 (2025); 1-12 2955-2516 2955-2524 en https://brj.ibupress.com/file/K8CfYb0l9Pp/ibu-journal-brj-2-2-1-1.pdf https://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess