Previous research has distinguished between forms of envious reactions - malicious envy that is characterized by hostile feelings leading to negative consequences for firms and benign envy that is free of hostility and leading to positive consequences. In this paper, we focus on identifying conditions when benign envy can turn into malicious envy. Results show that perceived attractiveness of the purchase to others (vs. to the self) and tendency to engage in ability-oriented comparisons positively moderates the relationship between benign and malicious envy. In contrast, tendency to engage in opinion-orientated comparisons negatively moderates the relationship between benign and malicious envy.