Towards Responsible Digital Innovation in Emerging Markets: Exploring the Practices and Perceptions of Institutional and Economic Actors in the Moroccan Context

Amid growing sustainability and ethical concerns, digital innovation increasingly requires integrating social, environmental, and governance responsibility into technological development. However, little is known about how organizations in emerging economies—particularly in North Africa—operationalize these principles in practice. This study addresses this gap by exploring how institutional and economic actors in Morocco incorporate responsibility principles into their digital innovation strategies. Adopting an exploratory qualitative design, we conducted 27 semi-structured interviews with digital managers from public organizations (ministries, institutions, and local authorities) and private firms (technology companies, start-ups, and large corporations). The central research question guiding this study is: How do Moroccan organizations perceive and implement the principles of responsible digital innovation (RDI)? Data were analyzed using NVivo 14 software through thematic coding and triangulated with policy documents to enhance validity. The results reveal growing awareness of digital sustainability issues—particularly energy efficiency, accessibility, and data protection—yet the degree of responsible practice varies by sector, firm size, and regulatory environment. Key obstacles include limited expertise, absence of ethical performance metrics, and competitive pressures constraining investment in RDI. Conversely, ethical charters, frugal design, and stakeholder engagement emerge as key drivers. The study concludes that embedding responsibility in digital innovation requires shared governance frameworks, supportive public policies, and cross-sector collaboration to promote inclusive and sustainable technological progress. While context-specific, this research opens avenues for comparative and quantitative studies on RDI across emerging economies.