THE ROLE OF ETHICS AND THE BEHAVIOUR OF THE MOROCCAN CONSUMER

Despite the fact that Morocco is a Muslim country, the market share of the participatory banking sector is relatively limited. Although a plethora of studies on the Moroccan participatory banking sector have been conducted, few have addressed the issue of low market share from a marketing perspective. This research aims to explore and examine the role and effect of marketing techniques by answering the question, how the participatory banking sector in Morocco uses them. To do this, we intend to measure the perceptions, different attitudes and opinions in evaluating the different dimensions of participatory banking marketing in terms of process, consequences and results; as well as their general perceptions on participatory finance. Also, our study seeks to evaluate the marketing of participatory banking products through the standards of Islamic moral economy and the practices used in the marketing processes.

Autorentext

Fadi Oukili Assraoui holds a doctorate in Economics and Management from AbdelMalek Essaâdi University and is a master in Islamic Finance. He has taught in several institutions, including the Faculty of Legal, Economic and Social Sciences of Tetouan. He is the author of several articles published in major journals specialized in Economics.