Explanatory factors of the adoption of participatory banks by Moroccan clients: A qualitative study

Abstract

In an evolving economic context, participative banks are emerging as an ethical alternative to conventional banking services in Morocco. This study aims to explore the factors influencing the intention to adopt these institutions and examines the key determinants shaping this decision among Moroccan consumers. To achieve this, it integrates Ajzen's Theory of Planned Behavior and Rogers' Diffusion of Innovations model. Methodologically, a mixed-methods approach is employed, combining an extensive literature review with a qualitative study involving 12 potential Moroccan clients through semi-structured interviews. The findings highlight the significance of subjective social norms, perceived relative advantage, the complexity of Islamic financial products, and their cultural compatibility as key determinants of adoption intention. This research enhances understanding of the psychosocial and cultural factors influencing participative bank adoption in Morocco, offering strategic implications for the development of these institutions in the country.

Keywords: Participatory banking, Explanatory factors, Moroccan clients, Adoption, Lexical analysis.

JEL classification : M30

Article type : Qualitative research