Consumption practices in the medina of Fez : a complement for CCTs

Moroccan consumers in the medina of Fez maintain strong attachment to traditional trade despite modern distribution options, driven by five key dimensions: seller’s trust, religiosity, nostalgia, orality, and mutual knowledge. This exploratory study employed an ethnographic approach to uncover these motivations, revealing how cultural and social factors shape consumption behaviors in historic urban settings like the UNESCO-listed Medina of Fez.

NASSIM, Salma, & Touate, samira. (2023). Consumption practices in the medina of Fez : a complement for CCTs. African Journal of Business and Finance, 1(2), 81–84. https://doi.org/10.34874/PRSM.AJBF-VOL1ISS2.60399