Evrim de Groot

Luxury Tribune

Evrim de Groot is an Assistant Professor of Luxury Business Management at Glion Institute of Higher Education. Trained as a psychologist, she later specialized in consumer behavior during her PhD in Management at HEC Lausanne, where she worked in the Department of Marketing. Her research examines emerging forms of luxury and alternative status signals, with a focus on how luxury consumption is evolving in response to broader socio-economic and cultural changes.

Articles de Evrim de Groot

StrategyAcademic

When Moral Expression Becomes the New Luxury Signal

A new review of over a decade of conspicuous consumption research finds that luxury status signals are shifting beyond logos, price, and exclusivity. Published in the Journal of Business Research (de Groot et al., 2026), the study highlights moral expression and personal values as emerging markers of distinction.

By Evrim de Groot