The unsettling fear of COVID-19 infections has caused a new trend in consumer behavior in the food and beverage industry. The unprecedented COVID-19 pandemic has shifted consumers’ preferences from eat-in to online delivery. This research aims to measure the impact of consumers’ motivation to protect themselves from contracting COVID-19, which explains why people switch from eat-in to online food delivery. We adopted the theory of protection motivation (PMT) to explain consumer switching behavior during the COVID-19 pandemic. The present study investigated the mediating effect of switching intention on the relationship between vulnerability, altruistic fear, anticipated regret, and switching behavior. Simultaneously, we examined the role of brand awareness as a moderator of behavioral choices of consumers switching from eat-in to online delivery. We collected data from 681 eatery consumers in Kuala Terengganu, Malaysia, using scenario-based survey questionnaires (327 eat-in respondents and 354 online delivery respondents). Then, the data were analyzed using structural equation modeling (SEM). This new generation analysis was conducted using the analysis of moment structure (AMOS) (v.24.0) and the statistical package for social science (SPSS—version 25.0). The results indicated that consumer vulnerability, altruistic fear, and anticipated regret of COVID-19 increased consumers’ propensity to shift from eat-in to online food delivery. Allegedly, consumer behavioral control and intention of switching toward online delivery were pointedly affected by switching behavior. The results indicated that consumer vulnerability, altruistic fear, and anticipated regret of COVID-19 increased the shifting of restaurant dine-in patterns and made the intention to switch to online delivery. Consumers’ alleged behavioral control and their intention of switching toward online delivery were pointedly affected by switching behavior. We also found that brand awareness moderately affects switching behavior toward restaurant settings. The present research contributes to developing the consumer behavior model of switching from eat-in to online delivery. This study also provides eatery customers and the business community with a safer and healthier proposition of shifting to online food delivery during the pandemic.

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The COVID-19 pandemic is an unprecedented time in history. Surrounding this pandemic are many enormous uncertainties across the globe. Severe consequences have assessed for the incomes of almost 84% of employers and 68% of self-employed who are working and living in countries that are or have went through a phase of closing workplaces. Similarly, the global rate of unemployment is also expected to be increased in the coming years as 54% of employers worldwide are running their businesses in the hardest-hit sectors. All of these clearly show the uneven impact of the Coronavirus crisis (COVID-19) which will remarkably compound already present inequalities, difficulties, and vulnerabilities. The economic ramifications for 186 countries under the crunch of the COVID-19 pandemic is also considered tremendous for Pakistan. The core aim of this research was to test a new conceptual framework depicting the ramifications of restructuring processes carried out by management for their organizations amidst the COVID-19 pandemic on an Institute’s reputation as an employer brand. It also investigates the impact of perceived restructuring on a corporate brand promise made by the university or institute from the viewpoints of other key stakeholders and potential job seekers. The current study had proposed four hypotheses and according to the results of Structural Equation Modeling, the direct hypothesis based upon the relationship between restructuring and employer branding has been rejected. This study shows that restructuring and employer branding has a negative and insignificant effect on each other. The second direct hypothesis of the study that measures the effect of restructuring on corporate branding has been accepted. A corporate brand is a kind of a hub and it considers how an institute treats and deals with all of its stakeholders. It is different from employer brand as the perceptions of employees were the main focus. So, according to the results restructuring did not cause massive damage to the overall outlook of the institute. Furthermore, for the purpose of mediation analysis, the maximum likelihood method by bootstrapping was adopted to test the indirect hypotheses of the study. Crowdsourcing was introduced as a mediator in this study with restructuring, employer, and corporate brand all together in one framework, which is the novel aspect of this study. There are two indirect hypotheses and according to the results both of them did not show any insignificant results. Firstly, the study analyzed mediation among crowdsourcing, restructuring, and employer branding which was fully accepted as the results showed full mediation between these constructs. Secondly, the study analyzed mediation among crowdsourcing, restructuring, and corporate branding which was partially accepted as results showed partial mediation between these constructs.