This study answers the following questions: Do green buildings (GBs) communicate green messages to their occupants? If they do, how so? Lastly, how do they influence occupants' pro-environmental behaviours? The first two questions were answered based on ideas from persuasive communication. Two communication channels of a building were identified: active instruction through face-to-face interpersonal transmission and passive instruction from the building itself. Previous studies investigating the influences of GBs on occupants' changing pro-environmental attitudes and behaviours were examined through the lens of the Theory of Planned Behaviour (TPB) model. To investigate the last research question, a framework was proposed to advance current knowledge by incorporating the TPB as a theoretical foundation. Furthermore, the framework helps to better understand the role of visual persuasion in GB design to fill a research gap. Sample questionnaires were prepared for future adoption.