Abstract We study the impacts of environmental awareness on environmental quality and income-pollution relationship. For our theoretical analysis, we examine a non-cooperative transboundary pollution control game between a less developed country (LDC) and a more developed country (MDC), and find that a higher level of environmental awareness by the government and citizens of the LDC has comprehensively beneficial effects on environmental policy and regional environmental quality. It also flattens the environmental Kuznets curve (EKC) and shifts it to the left. Our empirical findings confirm the theoretical projections. In the LDCs, environmental awareness plays an influential role in determining environmental expenditure; also, EKCs arrive at the peaks earlier, in countries where the public has higher environmental awareness.