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Use of Electronic Payment Methods in Morocco: Influence of Sociodemographic Characteristics and Cash Payment Habits
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Author(s): Abderrahim Rhafel (Faculty of Law, Economics, and Social Sciences, Cadi Ayyad University, Marrakech, Morocco), Mustapha Ziky (Faculty of Law, Economics, and Social Sciences, Cadi Ayyad University, Marrakech, Morocco)and Anas Limam (EST Safi, Cadi Ayyad University, Marrakech, Morocco)
Copyright: 2026
Pages: 44
Source title:
Impacts of Digital Payment Systems on Marketing
Source Author(s)/Editor(s): Fatih Sahin (Bandirma Onyedi Eylul University, Turkey)
DOI: 10.4018/979-8-3373-4526-0.ch001
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Abstract
Despite the progressive modernization of Morocco's financial system, public incentive policies, and technological innovations, cash remains the dominant means of payment. This paradox, characterized by the coexistence of digital infrastructures and a strong preference for cash, raises questions about the determinants of electronic payment use. Using data from a sample of 638 banked household heads, this chapter examines the influence of sociodemographic characteristics and cash payment habits on the use of electronic payment methods. The findings reveal that social, economic, and behavioral factors largely explain the persistence of cash in daily transactions. Beyond infrastructure availability, established routines and attachment to cash remain major barriers to payment digitalization. The chapter contributes to the literature by emphasizing the role of sociocultural factors in financial digitalization and offers policy implications for reducing cash dependency and fostering economic inclusion and efficiency.
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