Gazprom, the state-controlled Russian energy company, has major export markets in the European Union, but these are changing, challenging the established trading principles of Russian gas. The EU promotes switching to hub-based pricing, whereas Gazprom, despite adapting to some degree, has continued to highlight the advantages of long-term contracts. This article analyses the reasoning of selected Gazprom actors from an institutional-cultural perspective. Apart from conflicts of interest between Russia and the EU, it finds deep-seated differences in worldviews and perceptions of appropriate behaviour in trade relations. Such factors may play a larger role in decision-making than is generally acknowledged.