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In this study, the performance assessment of credit unions is developed, seeking to demonstrate how the content of their operations strategy is present in the structuring of unique models of organisational performance assessment. The main objective is to compare sources of knowledge through the content analysis of the service operations strategy as proposed by the literature and validated by specialists.

This research is a qualitative study that uses the knowledge of specialists to frame a performance assessment structure applied to credit unions. The research strategy is based on multicriteria analysis, and the selected techniques are based on the MCDA-C procedure, that is, the processes of structuring, evaluating and recommending improvements.

The research results provided: a data set external to the context that serves as theoretical support for the comparisons made; the structuring of 4 unique organisational performance assessment models carried out through the MCDA-C procedure; conceptual interpretation using the lens of the operations strategy in the cognitive maps of the assessment models, which identifies the operations strategy carried out; and comparison of the result models that show their uniqueness.

The comparison between the origins of knowledge is highlighted, and the demonstration of the content was proposed by the literature and by specialists to evaluate the performance in operations. This was then compared with the content constructed with credit union managers in structuring models based on the singularities of the respective contexts. The theory was compared to practice, and it was demonstrated how the content of the operations regarding the performance could be used in decision contexts.

This study aims to contribute to the healthy eating literature by analyzing whether fear of coronavirus disease 2019 (COVID-19), ability to prepare food and the safety-seeking are antecedents of the intention to consume healthy foods during COVID-19 pandemic.

The authors conducted two studies. The first study was done with a sample of 546 valid respondents. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze data. The second study was qualitative, in which 40 subjects took part. Data were analyzed using thematic analysis.

The main findings reveal that ability to prepare food and the safety-seeking are strong antecedents of the intention to consume healthy foods. In addition, safety-seeking mediates the relationship between fear of COVID-19 and intention to consume healthy eating. However, high levels of fear did not influence the ability to prepare food and intention to consume healthy foods. Also, the ability to prepare food does not mediate the relation between fear of COVID-19 and intention to consume healthy food.

This study is among the first to consider terror management propositions to analyze the intention to consume healthy foods during COVID-19 pandemic. From a scientific point of view, it has several contributions to the literature. First, this study provides advances and innovation in the field by identifying new explanatory relations. Second, this study extends the scope of terror management health model (TMHM) by analyzing it in the pandemic context. Third, the findings seem to provide empirical support for recent criticism of TMHM assumptions. Moreover, practical implications are outlined to public health decision-makers and healthy food businesses on increasing consumers’ intention to healthy eating.