The concept of environmental consciousness has been paid more attention in the literature recently. Environmentally conscious consumers (ECC) evaluate the brands, firms and products according to their attitudes to environmental issues. In this study, we attempt to reveal how environmentally conscious consumers' responses differ in accordance with a firm's environmental sensitivity. For this purpose, we have conducted a quantitative study and collected data from 405 undergraduate students. The results indicate that consumers prefer environmentally sensitive products. While punishing the firms that are not environmentally responsible through negative word-of-mouth, the consumers reward the environmentally responsible firms through positive word of mouth. According to our results, woman consumers give more importance to environmentally conscious consumption than men do. Similarly, woman consumers are more willing to punish or reward firms in accordance with the firms' environmental sensitivity.