I see in the documentation (which should have been distributed with the packge, but is available at http://www.ctan.org/tex-archive/macros/latex/contrib/listings/listings.pdf) for listings
that there is a settable property called upquote
to take care of this.
From the documentation:
upquote=⟨true|false⟩ false
determines whether the left and right quote are printed ‘’ or `'. This
key requires the textcomp package if true.
Do something like
\lstset{upquote=true}
before begin
ing the list environment, or use
\begin{lstlisting}[upquote=true]
...
\end{lstlisting}
It is also possible that tis property is already set for you in the appropriate language definition (see the docs again, big list of predefined languages on page 12).
Use:
\lstloadlanguages{<dialects you need>}
in the header. And then set the language using either of the above conventions for choosing options.