The article represents an overview of general tendencies in interaction between the notions of rationality and morality, and their influence on the foundations of economic coordination. Firstly, two main directions of evolution of rationality model are considered: the theory of perspectives of D. Kahneman and A. Tverski (the empirical restriction) and economic imperialism of G. Becker (the conceptual widening), and also modern institutionalism’s role. The theoretical evolution of economic rationality had mainly instrumental character and didn’t change its ethical core – the central idea of welfare in economic motivation. In this regard, the two main ways of integration of rationality and morality in modern discussion are considered: conceptions of “multiple preferences” (1) and “moral obligations” (2). The first conception assumes the existence of stable beliefs or “meta-preferences”, that range ordinal desires or preferences. According to the second approach, the qualitative division is conducted, - between rational behavior, motivated by personal benefit or “sympathy”, and exclusively moral behavior, founded on “obligation”. An approach to division of rational and moral arguments directly defines the principals of economic coordination, including the foundations of social justice. Among the latter, there are two ethical grounds – mutual benefit, based on the “sympathy” principle, and impartiality, grounded on the “obligation of power”. These conceptions imply the corresponding types of economic coordination: market-evolutional (focused on effectiveness) and constructivist (focused on redistribution).