Sustainability narratives and the green transition in museums: comparative insights from the gulf cooperation council (GCC) and European contexts

Museums and cultural institutions are increasingly central to the global green transition, acting not only as custodians of cultural memory but also as public-facing actors in sustainability communication. This study examines how sustainability narratives, particularly those related to carbon reduction, are embedded in museum conservation practices, institutional communication, and exhibition strategies. Using a qualitative comparative case study of selected museums in the Gulf Cooperation Council (GCC) and Europe, the research draws on discourse analysis of institutional documents and public communications, complemented by interviews with museum professionals. The findings show that European museums tend to frame sustainability through narratives of ecological stewardship, accountability, and policy alignment, while GCC museums more often emphasize innovation, modernization, and national identity. By situating carbon narratives within the broader green transition of museums, the study contributes to debates on sustainability communication and offers practical insights for museum governance and policy across diverse regional contexts.