Jealousy, Envy, Fear, Hate and so forth and a mix of all and in between. I mean, think about it. Human nature, people fear what they do not know (most of the time). At the same time, Kira is what "they should be" yet as long as Kira is around they are "inferior" to him. I won't go into too much detail, but just trying to touch the surface of the question.