Purpose: The purpose of this thesis is to show how management control systems are used in sustainability reporting.  

Theoretical perspectives: Stakeholder theory, agency theory, and institutional theory have, together with earlier literature, been applied to the empirical findings to fulfill the purpose of this thesis.

Methodology: A keyword frequency analysis based on annual reports from four Swedish retail firms have been analyzed over a five-year period. In total, 18300 words have been coded and analyzed based on seven concepts. The concepts are based upon Malmi and Browns' (2008) MCS framework and consist of financial controls, budgeting, non-financial controls, planning, governance structure, rewards and compensation, and cultural controls. In addition, two interviews were held to gain additional insights into the portrayal in the sustainability reports presented by their companies.

Findings: The findings show that the portrayal of MCS in sustainability reporting is more complex than previous literature suggests and that there are more ingredients that affect sustainability reporting. The results presented also indicate that companies communicate differently with their stakeholders and that some stakeholders seem to have greater importance compared to others. It is also found that some companies find it difficult to provide a sustainability report even though they practice sustainability efforts because there are no clear regulations on what to report. This study also finds that companies choose to exclude some parts and include others to present themselves as good as possible although institutional pressures limit the extent of this.