Cancellation culture is a current social phenomenon that has developed through interactions within and between marginalized social groups for the purpose of correcting socially undesirable behavior by holders of social power. It is a form of collective action whose processes and mechanisms mostly take place in the space of social networks and new internet media. Although at its core it is motivated by the fight for justice and equality, due to the lack of rules, regulations, and the inflexibility of social norms as well as the volatility of the phenomenon itself, it is easy to use it as a weapon to eliminate dissenters, political opponents and market competitors. Since the cancel culture can directly affect the economic and social viability of business entities - public persons, companies and organizations - from a marketing perspective, it is important to understand the motives and mechanisms of action in the direction of cancellation so that business entities can protect themselves from cancellation in a timely manner or minimize potential damage. The starting point of any marketer dealing with the phenomenon of cancel culture must be to understand consumer attitudes and preferences. For the purpose of this theses, a survey of Croatian consumers' perception of cancel culture was conducted. The research was conducted on a non-probabilistic convenience sample of 501 respondents (n=501) using a survey questionnaire. The research shows that over 70% of consumers know what the cancel culture is. Consumers in the Republic of Croatia mostly consider the cancel culture to be a negative social phenomenon (42%) and rarely participate in it - only 16% - however, only 9.8% claim that nothing can motivate them to cancel. Abuse of cancel culture is recognized by 71.76% of respondents as a serious socio-economic problem at the global level, however, only 31.74% of respondents think the same when it comes to the domestic market. They consider the socially responsible activities of companies to be insincere attempts to preserve their reputation and protect against cancellation. More than a quarter of the respondents (27%) returned to the products, services and content of the canceled business entities, and they most often see changes in policies and regulations within the canceled entities, dismissal of the responsible persons, a public explanation of the circumstances of the wrongdoing and a public apology as sufficient redemption.