Credible Sustainability Communication in the Chemical Industry: Development and Application of an Analytical Framework
Kousa, Tiina (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2026052415936
https://urn.fi/URN:NBN:fi:amk-2026052415936
Tiivistelmä
This study develops a structured framework to evaluate the credibility of sustainability communication in the chemical industry. The framework assesses key factors such as transparency, clarity, evidence, credibility, engagement, and tone & visuals, helping companies review their sustainability messaging and align it with stakeholder expectations and responsible marketing principles.
The study applies a constructive research approach and uses qualitative methods for empirical validation. The data collection included LinkedIn posts, a sustainability report, and website content from BASF, a leading chemical company. This approach enabled a comprehensive analysis of how sustainability communication is presented across different digital channels and how credibility is constructed in practice.
The analytical framework was applied in a thematic content analysis to identify best practices and potential weaknesses in sustainability communication. The findings highlight the importance of evidence-based communication, transparency, and consistency across channels to build stakeholder trust and avoid greenwashing. The results also demonstrate how different communication elements interact and how credibility is shaped through both informational content and communicative delivery.
Based on the findings, the framework was further developed into a practical flowchart that supports companies in evaluating and improving their sustainability communication before publication. The study shows that the framework helps identify areas for improvement and provides structured guidance for developing more transparent, consistent, and credible communication practices.
This research contributes to the field by providing both a theoretical foundation and a practical tool for sustainability communication in the chemical industry. It offers companies a systematic approach to reviewing and improving their communication, supporting more trustworthy and responsible sustainability messaging.
The study applies a constructive research approach and uses qualitative methods for empirical validation. The data collection included LinkedIn posts, a sustainability report, and website content from BASF, a leading chemical company. This approach enabled a comprehensive analysis of how sustainability communication is presented across different digital channels and how credibility is constructed in practice.
The analytical framework was applied in a thematic content analysis to identify best practices and potential weaknesses in sustainability communication. The findings highlight the importance of evidence-based communication, transparency, and consistency across channels to build stakeholder trust and avoid greenwashing. The results also demonstrate how different communication elements interact and how credibility is shaped through both informational content and communicative delivery.
Based on the findings, the framework was further developed into a practical flowchart that supports companies in evaluating and improving their sustainability communication before publication. The study shows that the framework helps identify areas for improvement and provides structured guidance for developing more transparent, consistent, and credible communication practices.
This research contributes to the field by providing both a theoretical foundation and a practical tool for sustainability communication in the chemical industry. It offers companies a systematic approach to reviewing and improving their communication, supporting more trustworthy and responsible sustainability messaging.