This chapter examines the influence of consumer animosity on behavior in the context of the Russia–Ukraine war. Using the Uses and Gratifications theory, a cross-sectional survey of 306 Filipino respondents was conducted using validated scales to measure perceived intrusiveness, consumer animosity, fear, boycott intentions, and negative word-of-mouth (NWOM). Structural Equation Modeling was used to analyze the relationships between these variables. The results reveal significant paths: the relationship between consumer animosity and fear shows a strong positive correlation, indicating that higher levels of animosity lead to increased fear. Fear is also significantly related to boycott behavior and NWOM, demonstrating that fear is a mediator in translating animosity into negative consumption. Perceived intrusiveness significantly affects consumer animosity, which subsequently leads to higher levels of fear and boycott. While consumer animosity can lead to boycotts and NWOM, it can be viewed as a peaceful expression of solidarity with the aggrieved country. It is a symbolic resistance against violence that holds the offending country accountable for disturbing peace. Companies facing animosity can adopt new business models that can decrease animosity and lead to peace. More broadly, consumer animosity can be a mechanism for ethical consumption for peaceful and sustainable futures.