“Soukinage” Practices in The Medina of Fez in The Light of Consumer Culture Theory

Moroccan consumers' attachment to traditional trade in the Medina of Fez is driven by five key dimensions: seller trust, religiosity, nostalgia, orality, and mutual knowledge. Despite the rise of modern distribution systems, these factors continue to influence shopping behaviors, as revealed through an ethnographic study. The research highlights how cultural values and social relationships sustain traditional commerce in historic urban settings like Fez's medina.

NASSIM, S., & TOUATE, S. (2023). “Soukinage” Practices in The Medina of Fez in The Light of Consumer Culture Theory. Communications of International Proceedings. https://doi.org/10.5171/2023.4235823