Although tourism researchers have begun to explore the behavioral effects of envy, there has been limited empirical research on the effects of benign and malicious envies on conspicuous consumption intention in tourism. Based on the integration of cognitive appraisal theory, compensation theory, and self-control resource theory, using two scenario-based questionnaires, this paper applies structural relational and mediation analyses to explore the effects of benign and malicious envies on conspicuous travel consumption intention. The results indicate that benign envy can directly positively influence conspicuous consumption intention, and also can indirectly rely on self-enhancement motivation positively, thereby influencing conspicuous consumption intention. However, malicious envy cannot directly influence conspicuous consumption intention. This envy needs to rely on self-enhancement motivation to have an indirect negative influence and rely on weakened self-control to have an indirect but positive influence. The important theoretical and practical implications of these findings are then discussed.
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