Nowadays, consumers increasingly appreciate CSR, especially environmental aspect, in both developed and developing markets. This paper seeks to build a bridge between firm involvement in CSR (environmental aspect) and consumer sensibility to environment. Employing a scenario-based experiment, we tested the effects of firm green engagement (high green vs. low green with control condition) on perceived product quality and consumers' responses (attitude toward the firm, purchase and recommendation intentions) according to consumer's green values. The results reveal the main effects of firm green involvement on perceived product quality, consumers' attitudes toward the firm and behavioral intentions, and the mediating effect of perceived product quality. It suggests that consumers would form their own evaluation of product quality with only information about firm sustainable activities. The moderating effects of consumers' green values are also unveiled. Through this study, we hope to extend our understanding of consumers' reactions toward CSR in the East Asia.