This study examines consumer response to firm’s irresponsible behavior that is damaging to the environment and infringes upon sustainable development goals. We measure consumer reactions to information provided in six scenarios from respondents in the US, Mexico, and Thailand. The spectrum of emotional reactions that is measured ranges from expressing anger to becoming active in demanding sustainable practices. We examine the various circumstances that damage the consumer-supplier relationship and the factors that impact this relationship such as physical proximity to the consumer and the severity of the violation, and provide the theoretical background of each of these moderators. We will measure emotional reactions and their level of activism ranging from expressing anger to becoming active in demanding sustainable practices.