This　study　explores　how　individuals　respond　to　the　Tradable　Credits　Scheme　(TCS),　a　cap-and-trade　approach　aiming　to　reduce　congestion,　by　introducing　the　norm　activation　model　(NAM).　The　research　utilized　questionnaire　data　from　544　Chinese　participants.　First,　we　analyzed　the　credit　proportion　thresholds　for　shifting　travel　mode　and　the　distribution　of　participants　corresponding　to　five　thresholds.　Second,　we　developed　the　latent　and　explicit　variable　model,　revealing　that　NAM　could　explain　acceptability　of　TCS,　with　personal　norms　being　crucial;　specifically,　personal　norms　could　positively　predict　perceived　effectiveness,　attitude　towards　TCS,　and　behavior　intention.　Finally,　we　performed　a　moderated-mediation　analysis,　for　which　the　findings　suggested　TCS＇s　potential　in　promoting　sustainable　travel,　with　driving　licenses　and　the　frequency　of　weekly　trips　as　significant　behavior　moderators.　People　with　driving　licenses　and　having　less　travels　per　week　would　be　more　likely　to　intensify　their　behavior　intention　by　enhancing　their　recognition　on　TCS.　This　work　contributes　to　understanding　TCS　as　an　innovative　congestion　policy　and　its　influence　on　sustainable　travel　behaviors.　©　2024　Elsevier　Ltd