Depends on the synth, and on the keyboard. Each synth has its own way of handling incoming MIDI CC events, and some allow you to remap which events control which parameters. Native Instruments synths tend to let you right-click on the button or knob in the UI and set it to 'learn' which CC control to use when you next move one. Others may differ. The synth docs should tell you more. (But right-clicking wildly is always worth a shot.)
Some synths do accept incoming CC events and connect them to different parameters, but they may not let you reassign which events go to which parameters. In that case, you'd have to reconfigure your keyboard to have it send something other than CC1 for the mod wheel.