State fares are one of North America’s favorite events held every year in most states in the USA. There are many things that people enjoy at each fair. However, eating a variety of foods at state fairs is one of the reasons to visit the fairs.

After COVID-19, consumer consumption behaviors have changed. This study will explore and identify the situational involvement factors regarding consumers’ intention to purchase foods at state fairs in the USA. Then, this study will test the relationship among enduring involvement, situational involvement, and intention to purchase. Lastly, this study will test a moderation effect between involvement variables and the intention to purchase variable. The results of this study will help better understand consumers’ involvement factors and consumption behavior in the new normal era.