“Sustainability as a Measurable Impact”: The Dynamics Between Corporate Sustainability Communication and Authenticity at Qatar Science and Technology Park

Abstract

Sustainability communication has become an essential aspect of corporate strategy, due to the increasing societal expectations that organizations must demonstrate a strong commitment to environmental, social, and governance (ESG) principles. Now, organizations are expected to not only adopt sustainable practices, but also communicate these commitments transparently and credibly, as sustainability reporting emerges as an indicator of corporate responsibility and legitimacy. However, a gap between sustainability discourse and practice has raised concerns about greenwashing, where environmental claims may outpace substantive action. Although corporate sustainability communication (CSC) has been examined more within the context of the Global North, limited literature exists on resource-rich, developing economies such as those in the Gulf Cooperation Council (GCC). This research positions sustainability as rooted in social and cultural expectations; wherein global environmental standards connect with local values and systems. In Qatar, the Qatar Science and Technology Park (QSTP) has emerged as an innovation hub where startups increasingly integrate environmental responsibility into their corporate identities. Despite the prominence of sustainability narratives, it remains unclear how organizations balance aspirational sustainability promises with practical, substantive implementation. Although sustainability communication is often framed as evidence of corporate responsibility, this paper argues that it also functions to achieve legitimacy with the risk of undermining credibility if it is not grounded in transparent reporting. Drawing on Ashforth and Gibbs’ (1990) Legitimacy Theory, this thesis examines how QSTP and two QSTP-affiliated and environmentally inclined startups, perceive, communicate, and enact sustainability within the Qatari context. This qualitative case study addresses three questions: (1) How do startups at QSTP perceive, frame, and communicate their sustainability initiatives and values to internal and external stakeholders? (2) How do founders navigate the tension between aspiration and authenticity in sustainability communication, especially in the absence of full-scale implementation? (3) How do environmental, social, and cultural contexts in Qatar shape corporate sustainability communication practices? The purpose of this thesis is to contribute to CSC scholarship by exploring context-sensitive insights from Qatar and through the lens of legitimacy theory, highlighting how intercultural factors influence the interpretation and success of sustainability messaging.

Date of Award	2026
Original language	American English
Awarding Institution	HBKU College of Humanities and Social Science