Doing Well While Doing Good

How the Hybrid Business Model Promotes Sustainability in the Fashion Industry


  • Annamma Joy Department of Marketing at University of British Columbia
  • Linda Armano Post-doctoral Fellow collaborating with Dr. Annamma Joy at UBC
  • Camilo Pena Camilo Pena is a doctoral candidate working with Dr. Annamma Joy at UBC



Purpose: To examine the mechanics—social, geographical, and logistical—of producing sustainable fashion apparel as a hybrid company (a company that is part-commercial and part-altruistic; i.e., pursues two goals: profitability and environmental/social sustainability), beholden equally to employees, the worker- owned cooperatives with which the company partners, and environmental and ethical best practices; and to investigate the complex interplay of altruism and entrepreneurship endemic to hybrid organizations.

Author Biographies

Annamma Joy, Department of Marketing at University of British Columbia

Dr. Annamma Joy is Professor of Marketing at UBC. Her areas of research interest and publications are in hedonic consumption and marketing – specifically, art, luxury and Fast. Fashion, and Wine. She has a distinctive portfolio of publications including several papers in the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Consumer Culture, International Journal of Research in Marketing, Journal of Retailing, the Journal of Business Research etc., and several chapters in books on various aspects of these industries.

Linda Armano, Post-doctoral Fellow collaborating with Dr. Annamma Joy at UBC

Linda Armano is an anthropologist and Marie Curie Post-doctoral Fellow collaborating with Dr. Annamma Joy at UBC. She is from Ca Foscari University in Venice, Italy. She is in Canada to study various aspects of ethics and sustainability in the Diamond industry. The two of them will also explore issues relating to the consumption of ethical diamonds in Canada as well as in Italy.

Camilo Pena, Camilo Pena is a doctoral candidate working with Dr. Annamma Joy at UBC

Camilo Pena is a doctoral candidate working with Dr. Annamma Joy at UBC. His area of special research interest is sustainability in the wine industry. He has several co-authored chapters, research publications and conference presentations with Dr. Joy. His dissertation is on the consumption and marketing of natural wines in the Okanagan Valley.

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