This paper proposes an investigative study on the duality of envy in online social information consumption. By drawing on the Social Comparison Theory, we identity two key types of social information consumption, namely self-enhancing consumption and self-depreciating consumption, to be exceptionally important in determining the positive and negative envy emotions induced by such consumption. More importantly, this proposal attempts to better understand individuals’ response strategies pertinent to the online social networking environment. To do so, we plan to examine a multiplex perspective of online social network usage to determine the behavioural responses (of social network users) to online social information consumption. The proposed research model will be tested with two studies, whereby the first study focuses on the development of the experimental stimuli by conducting a focus group interview and the second study focuses on operationalizing the research in a laboratory environment. Expected practical contributions and theoretical implications are discussed.