Silva, Susana C.Susana C.SilvaPaulo DuarteBenjamin Kanne2025-06-032025-06-032025-06-0697818366276549781836627647https://dspace.usj.edu.mo/handle/123456789/642510.1108/S1745-886220250000019012The ongoing Russia–Ukraine conflict has had significant repercussions for businesses, with many scaling back operations in Russia due to international sanctions. However, some companies continue operating there while making superficial gestures to appear supportive of the oppressed side (a practice known as ‘warwashing’). These actions conflict with profit motives and contribute to consumer skepticism and potential boycotts. This study examines how Portuguese and Danish consumers respond to warwashing, aiming to assess if cultural differences influence reactions. A quantitative survey, including nine questions based on literature and key differences between the two countries, was conducted using a deductive approach. Results were analyzed via JMP statistical software, with paired t-tests applied. Findings reveal a significant difference in reactions between Portuguese and Danish consumers, with Danish consumers showing a heightened response, engaging more frequently in impactful actions. This aligns with Hofstede’s cultural model, which portrays Danes as more open to change and expecting transparency. Boycott theory is also supported, suggesting that Danes are more inclined to boycott products and services, while Portuguese consumers show less faith in the effectiveness of such actions. This cross-country comparison reaffirms Hofstede’s Cultural Value Dimensions, providing insight into real-world cultural differences. Additionally, the study highlights the concept of collective action, where individuals avoid certain products or services as a form of protest, revealing variations in the prevalence of this behaviour across different societies.WarwashingboycottRussiasocial mediaconsumer behaviourtext::book::book part