Although festival organizers have significantly increased their adoption of green practices, there has been relatively little research on the pro-environmental decision-making process in festival settings. Drawing from the value-belief-norm-theory, the purpose of this study is to investigate the pro-environmental decision-making processes of attendees of eco-friendly food festivals. A structural analysis of responses collected from 601 surveys revealed that affective triggers and personal norms played critical roles in the development of respondents’ pro-environmental intentions in festival settings. This study provides discussions and implications for research and practices related to green festivals.