<p>In the digital age, showcasing luxury consumption on social media has become a prevalent phenomenon. Although such posts can enhance the sharer’s image, their interpersonal consequences remain unclear. Grounded in social comparison theory, we conducted three experiments (one in the Appendix) to examine how post type (luxury vs. non-luxury consumption) influences viewers’ willingness to help the sharer and whether dispositional malicious envy moderates this effect. Results consistently show that luxury (vs. non-luxury) consumption posts reduce willingness to help because they lower viewers’ empathy toward the sharer. The effect is pronounced among viewers high in dispositional malicious envy and negligible among those low in it. These findings extend research on luxury consumption and prosocial behavior and caution individuals about the social risks of flaunting luxury online.</p>