Research on public support for green building has, to date, been incomplete. Understanding the demographics of individuals that support green building has remained secondary to merely determining real opinions on the topic. The identity of supporters and the motivation behind their support is the focus of this research. Specifically, is support for green building dependent on the way in which the issue is framed? This research aims to focus on those that are spreading the message about green building, industry experts, and the mass public. By exposing how green building experts talk about the issue, we may begin to understand why public support for green building has yet to reach the kind of mainstream acceptance other planning and design techniques have,such as New Urbanism. I predict that green building experts perceived low levels of public awareness, with the exception of those within the Northwest region, which I believ will perceive higher levels of awareness. In addition, I assume that industry experts will be most focused on energy efficiency as a primary concept of green building. As for the public, I hypothesize that those aware of green building and individuals age 50 and older will be more likely to support green building. With the introduction of source cues, I expect that support for green building will decrease when respondents received either an environmentalism cue or a government program cue. Using survey instruments, I was able to determine that all green building experts perceive public awareness as low and do, in fact, focus their efforts on energy efficiency. With regards to the public, support was highest among those that are aware, as well as those age 50 and older. In addition, insertion of source cues decreased support for green building, with the government program source cue providing the lowest levels of support for green building.

The news are consumed with rising frequency through the social network sites. This activity is going to be grasped with the use of two concepts: opinion leadership and framing because in the social network sites environment the active and influential users (opinion leaders) are attempting to pass certain viewpoints (frames) to other users. It is going to be evaluated to what extent can such framing be effective. An experiment was therefore conducted - it presents the subjects with an artificial news article and a Facebook "introductory" post. The experiment also lays emphasis on moderators that influence the effectiveness of passing the frames. For a realistic setting of the entire study, determining the opinion leaders and an analysis of their language means is going to be conducted. The goal of this study is thus grasping the way in which people are being informed about the public issues and the way they are forming opinions about them in the environment of social network sites. Keywords: opinion leadership, framing, Facebook, social network sites, source cues, credibility, belief importance change