Consumer protection in emerging markets often relies on traditional regulatory models, which may inadequately address the cognitive biases and social influences shaping financial behaviour. The Moroccan market, with its unique socio-cultural norms and evolving digital finance landscape, presents a critical context for examining these limitations. This study aims to develop a contextually grounded behavioural economics framework for consumer protection in Morocco. It seeks to identify the most salient behavioural barriers faced by consumers and to evaluate the potential for nudge-based and norm-driven interventions within existing market structures. A qualitative, multi-method design was employed, comprising 42 in-depth, semi-structured interviews with consumers, regulators, and financial service providers. Data were analysed using a hybrid thematic analysis approach, combining deductive coding from behavioural theory with inductive generation of emergent themes. Analysis revealed a dominant theme of 'social proof' overriding individual judgement in financial decisions, with communal norms frequently contradicting formal disclosure information. A significant proportion of participants exhibited present bias, which was systematically exploited through deferred payment marketing. The perceived complexity of formal contracts led to a default reliance on trust in personal networks. The findings demonstrate that effective consumer protection in this context must integrate an understanding of local social norms and heuristics. A purely information-based regulatory approach is insufficient to mitigate identified behavioural risks. Policymakers should co-design default rules and simplified disclosure formats with consumer groups. Regulatory sandboxes for testing social norm-based nudges are recommended. Financial education programmes should incorporate behavioural inoculation techniques against common exploitative practices. behavioural economics, consumer protection, nudge, social norms, financial decision-making, qualitative research, Morocco This paper provides a novel, empirically derived framework that integrates local social norms with behavioural insights to propose more effective, context-sensitive consumer protection mechanisms for African markets.