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Background  High population levels of sitting is contributing to high rates of chronic health problems. Therefore, the aim of this study was to identify the sitting time messages with the greatest potential to reduce sitting behaviour, as well as identify how this may differ according to demographic, behavioural and psychosocial characteristics.    Methods  Australian adults ( N  = 1460) were asked to report the likelihood that they would adhere to seven messages promoting reduced sitting time and two messages promoting increased physical activity (from ‘not at all likely’ to ‘very likely’). Ordinal regression models were used to compare messages on the likelihood of adherence and whether likelihood of adherence differed as a function of demographic, psychosocial and behavioural characteristics.    Results  Likelihood of adherence was highest for the messages, ‘Stand and take a break from sitting as frequently as you can’ (83% respectively) and ‘Avoid sitting for more than 10 hours during the entire day’ (82%) and was significantly lower for the message, ‘Sit as little as possible on all days of the week’ (46%) compared to all other messages.    Conclusions  To increase likelihood of adherence messages should be specific, achievable and promote healthy alternatives to sitting (e.g. standing). Messages promoting standing as a healthy alternative to sitting may be more likely to engage people with high sitting behaviour and messages promoting physical activity may be more likely to engage males and retired adults.    Electronic supplementary material  The online version of this article (10.1186/s12889-019-7189-z) contains supplementary material, which is available to authorized users.

Should I sit or stand: likelihood of adherence to messages about reducing sitting time