Increasing worldwide environmental consciousness has been driving countries in the world to adjust their environmental policies. Conventional wisdom often suggests tightening environmental policy. This paper challenges the wisdom. By using an oligopoly model, we show that, in a local pollution case, a country that confronts the increasing environmental consciousness may tighten or slacken her environmental policy depending on her relative cost competitiveness to her rivals. However, in a global pollution case, all countries in the world always tighten their environmental policies as worldwide environmental consciousness rises.