The average American consumes more than his or her weight in products each day, fuelling a global culture of excess that is emerging as the biggest threat to the planet, according to a report published today. In its annual report, Worldwatch Institute says the cult of consumption and greed could wipe out any gains from government action on climate change or a shift to a clean energy economy.

Erik Assadourian, the project director who led a team of 35 behind the report, said: "Until we recognise that our environmental problems, from climate change to deforestation to species loss, are driven by unsustainable habits, we will not be able to solve the ecological crises that threaten to wash over civilisation."

The world's population is burning through the planet's resources at a reckless rate, the US thinktank said. In the last decade, consumption of goods and services rose 28% to $30.5tn (£18.8tn).

The consumer culture is no longer a mostly American habit but is spreading across the planet. Over the last 50 years, excess has been adopted as a symbol of success in developing countries from Brazil to India to China, the report said. China this week overtook the US as the world's top car market. It is already the biggest producer of greenhouse gas emissions.

Such trends were not a natural consequence of economic growth, the report said, but the result of deliberate efforts by businesses to win over consumers. Products such as the hamburger – dismissed as an unwholesome food for the poor at the beginning of the 20th century – and bottled water are now commonplace.

The average western family spends more on their pet than is spent by a human in Bangladesh.

The report did note encouraging signs of a shift away from the high spend culture. It said school meals programmes marked greater efforts to encourage healthier eating habits among children. The younger generation was also more aware of their impact on the environment.

There has to be a wholesale transformation of values and attitudes, the report said. At current rates of consumption, the world needs to erect 24 wind turbines an hour to produce enough energy to replace fossil fuel.

"We've seen some encouraging efforts to combat the world's climate crisis in the past few years," said Assadourian. "But making policy and technology changes while keeping cultures centred on consumerism and growth can only go so far.

"If we don't shift our very culture there will be new crises we have to face. Ultimately, consumerism is not going to be viable as the world population grows by 2bn and as more countries grow in economic power."

In the preface to the report, Worldwatch Institute's president, Christopher Flavin, writes: "As the world struggles to recover from the most serious global economic crisis since the Great Depression, we have an unprecedented opportunity to turn away from consumerism. In the end, the human instinct for survival must triumph over the urge to consume at any cost."

• This article was amended on Wednesday 13 January 2010. We said "In the last decade, consumption of goods and services rose 28% to $30.5tn (£18.8bn)". We meant £18.8tn. This has been corrected.