Institutional and Marketing Mechanisms for Promoting Organic Vegetable Farming in Uzbekistan

This article examines the importance of sales promotion mechanisms in the development of organic vegetable production, as well as the issues of social and psychological readiness of consumers and producers. Based on international scientific literature, the study analyzes the factors shaping demand for organic products, consumers’ willingness to pay premium prices, the role of consumer trust in the market, and farmers’ motivations for transitioning to organic production. The research findings indicate that the key factor in the development of organic vegetable farming is not merely increasing production volumes, but rather developing the market for organic products, strengthening consumer confidence, improving marketing infrastructure, and establishing market mechanisms supported by the government. An institutional and marketing mechanism aimed at promoting the sales of organic vegetable products and encouraging farmers to adopt organic farming practices under the conditions of Uzbekistan is proposed.