This study will examine the effect of irresponsible firm behavior that is damaging to the environment and infringes upon sustainability development goals. We will measure consumer reactions to information regarding six examples of varying severity and distance of effect, conducting scenario-based experiments across three nations (i.e. the US, Mexico, and Thailand). The purpose of this study is to examine consumer responses in order to understand which kinds of scenarios can raise greater emotional and behavioral response. The results of this study will contribute to the literature of consumer motivation. The study seeks to explain the various circumstances that may damage the consumer-supplier relationship and the factors that mediate this relationship such as physical proximity to the consumer and the severity of the violation. We will measure emotional reactions and their level of activism ranging from expressing anger to becoming active in demanding sustainable practices.