How do trade media influence green building practice?

The influence of the media is explored in terms of what images of 'green building are mediated to practitioners by Swedish construction trade magazines. These textual images may influence practitioners' knowledge and values about green building as well as their motivation for complying with pro-environmental behaviour. A quantitative content analysis and a qualitative textual analysis of 1324 articles were undertaken. Findings show that 'green building is often presented in general terms using abstract nomenclature characterized by indistinct and ambiguous terminology. The majority of trade magazine articles transmit information that lacks objectivity and critical reflection, thus reinforcing the idea that environmental challenges could be solved by technical solutions and/or controlling measures. Moreover, the protection of the natural environment is rarely referred to as a motive for pro-environmental behaviour. Consequently, since practitioners are not encouraged to problematize environmental aspects, they may end up accepting the simplified version presented to them by the trade press. A link is established between trade magazines' conveyed image of 'green building and possible implications on practitioners' actual environmental behaviour.