Ethical Consumption in Morocco: An Integrative Literature Review and Proposal for a Halal-Tayyib Conceptual Framework

Abstract

Abstract — Ethical consumption in Morocco lies at the intersection of environmental, social, health, heritage and religious concerns. This integrative review examines how these concerns interact and proposes a context-sensitive conceptual framework. A structured literature search was conducted across six multidisciplinary platforms. Studies directly addressing Morocco were distinguished from international sources used for conceptual or comparative purposes. Five interdependent dimensions emerge: environmental responsibility, social and territorial justice, heritage embeddedness, Halal-Tayyib integrity and ethics of representation. Trust, authenticity, certification, traceability, perceived quality, social norms and economic accessibility operate as cross-cutting mechanisms. The Halal-Tayyib paradigm provides a promising integrative principle without reducing ethical consumption to religion alone. However, Moroccan scholarship remains fragmented and unevenly developed across sectors. Multisector empirical research is therefore required to test the proposed framework, clarify the relationships among its components and develop culturally appropriate measurement instruments. The review contributes by connecting previously separate research streams and identifying a configurational approach to ethical value in the Moroccan marketplace.