The subject of the article is purpose of consumer behavior and its direct connection and interaction with ecological situation in the world. Several examples show that consumption which exceeds the normal level is determined by irrational goals and motives. These motives have essentially the nature of public ritual. They are supported by the social imitation instinct rather than by conscious individual goal setting. The irrationality and arbitrariness of consumption purposes therefore means also the irrationality of the goals and meaning of the production. The conclusion is that an economic system which is based on another alternative ultimate goals and meanings may be more effective in the face of a growing environmental crisis.