Nobody forced him to restrict trade with the EU. As a "counter move" it's either stupid and emotional, or he's being cruel and cynical. And/or there are additional factors that are invisible to us lay Internet plebs. By restricting international trade, the Russian government eliminates a lot of foreign competition. On an intellectual level, that sounds about the same as deciding to stop going to the gym or stop doing arithmetic exercises, so that you don't have to experience brain discomfort. Could he really be that emotional? Maybe Putin felt pressured to please the Russians even more, despite already being very popular?
Alternatively, maybe he cynically thought, "if that's what they want, I'll give it to them." ?