It completely flips the original story. In the original, Naruto loves Konoha and eventually comes to terms with his family legacy. But in this fanfic, the hatred changes his character motivation. Instead of striving to protect Konoha, he might be out to get revenge or simply distance himself from it.
One possible reason could be that he feels neglected. Maybe his family was always too busy with other things and didn't give him enough attention. This lack of attention during his formative years could have led to feelings of resentment.
The fanfic might introduce new relationships. Since Naruto hates his family, he might form closer bonds with other characters who become like a surrogate family to him. This could lead to new story arcs focused on these new relationships and how they develop in contrast to his broken family ties.
It could also be due to a lack of support. Naruto was constantly in trouble and trying to prove himself. If his family didn't show up in any way to support him and Konoha didn't do enough to encourage him in a positive way, but rather just punished him for his pranks, he might grow to hate them both.
One reason could be that it goes against the core themes of Naruto's character development. Naruto was always longing for family and his journey was about finding his place in the world which included his family roots. Fanfiction that has him hating family might seem out of character.
One common scenario could be that his family has some sort of dark secret. For example, his father might be involved in something evil that Naruto discovers, leading him to hate his family. Another scenario could be that his family has been neglectful of him. In the fanfic, Naruto might have grown up feeling unloved by his family, which causes his hatred.
In some fanfics, the idea of Naruto hating Hinata might be a plot device to create drama. Maybe the writer wants to explore a different kind of relationship dynamic than the canon one. It could also be that the writer has a unique interpretation of the characters' personalities and how they might clash in certain situations.
Maybe it's because Aphrodite's powers and the way she uses them are at odds with Naruto's own beliefs. Naruto believes in self - improvement through training and facing challenges head - on. If Aphrodite uses her love - related powers in a way that seems unfair or goes against Naruto's sense of justice in the fanfic, he would dislike her. Like if she uses her powers to manipulate people's emotions for her own gain, which is something Naruto would oppose.
One possible reason could be jealousy. Maybe Naruto has some special abilities or a prophecy surrounding him that makes his family members, who might be less favored, jealous. For example, if there's a prophecy that Naruto will be the most powerful ninja in the village, his siblings or parents might envy that future for him and start to hate him out of their own insecurities.
One possible reason could be a misunderstanding. Perhaps Naruto misinterprets some of his family's actions or words. Maybe he thinks his family didn't care about him as much as he thought they should. In fanfiction, authors often play with the idea of miscommunication and how it can lead to strong negative emotions like hatred. Also, if there are other characters in the fanfiction who influence Naruto's view of his family, say by spreading false rumors or manipulating him, that could contribute to his hatred.