The use of Instagram as a social networking tool has transformed in recent years. The commerce friendly platform of this social networking site now facilitate for consumer-mediated purchasing, or also known as the social commerce. In this quantitative study, we examined how envy can influence consumerism on Instagram. Although envy is a universal emotion, there seems to be very little empirical research on how two forms of envy, benign and malicious envy affected purchasing behavior. Findings from this study suggested that an increase in willingness to pay (WTP) only happened in the case of benign envy. When people experienced benign envy, people are willing to pay more for a desirable product featured on Instagram posts that they found attractive. This study provokes new insights for psychology behaviour in Information Systems.