diff --git a/conan/tools/env/environment.py b/conan/tools/env/environment.py
index edd570db85a..fc4ef2f9927 100644
--- a/conan/tools/env/environment.py
+++ b/conan/tools/env/environment.py
@@ -59,8 +59,8 @@ def environment_wrap_command(conanfile, env_filenames, env_folder, cmd, subsyste
         launchers = " && ".join('"{}"'.format(b) for b in bats)
         if ps1s:
             ps1_launchers = f'{powershell} -Command "' + " ; ".join('&\'{}\''.format(f) for f in ps1s) + '"'
-            cmd = cmd.replace('"', "'")
-            return '{} && {} ; cmd /c {}'.format(launchers, ps1_launchers, cmd)
+            cmd = cmd.replace('"', r'\"')
+            return '{} && {} ; cmd /c "{}"'.format(launchers, ps1_launchers, cmd)
         else:
             return '{} && {}'.format(launchers, cmd)
     elif shs:
@@ -68,8 +68,8 @@ def environment_wrap_command(conanfile, env_filenames, env_folder, cmd, subsyste
         return '{} && {}'.format(launchers, cmd)
     elif ps1s:
         ps1_launchers = f'{powershell} -Command "' + " ; ".join('&\'{}\''.format(f) for f in ps1s) + '"'
-        cmd = cmd.replace('"', "'")
-        return '{} ; cmd /c {}'.format(ps1_launchers, cmd)
+        cmd = cmd.replace('"', r'\"')
+        return '{} ; cmd /c "{}"'.format(ps1_launchers, cmd)
     else:
         return cmd
 
diff --git a/test/functional/toolchains/env/test_virtualenv_powershell.py b/test/functional/toolchains/env/test_virtualenv_powershell.py
index 43d47d6dec0..db77574b1d1 100644
--- a/test/functional/toolchains/env/test_virtualenv_powershell.py
+++ b/test/functional/toolchains/env/test_virtualenv_powershell.py
@@ -232,3 +232,22 @@ class Pkg(ConanFile):
         assert "Boolean values for 'tools.env.virtualenv:powershell' are deprecated" in client.out
     else:
         assert "Boolean values for 'tools.env.virtualenv:powershell' are deprecated" not in client.out
+
+
+@pytest.mark.skipif(platform.system() != "Windows", reason="Test for powershell")
+@pytest.mark.parametrize("powershell", [True, "pwsh", "powershell.exe"])
+def test_powershell_quoting(powershell):
+    client = TestClient(path_with_spaces=False)
+    conanfile = textwrap.dedent("""\
+        from conan import ConanFile
+        class Pkg(ConanFile):
+            settings = "os"
+            name = "pkg"
+            version = "0.1"
+            def build(self):
+                self.run('python -c "print(\\'Hello World\\')"', scope="build")
+        """)
+
+    client.save({"conanfile.py": conanfile})
+    client.run(f'create . -c tools.env.virtualenv:powershell={powershell}')
+    assert "Hello World" in client.out