Assessing the role of sustainable agricultural practices in enhancing the competitiveness of legume markets: A global marketing analysis

Tashkent State University of Economics, I. Karimov Str., 49, 100066, Tashkent, Uzbekistan

^* Corresponding author: sh.fayzullaev04@gmail.com

Abstract

The development of sustainable agricultural practices is of special significance to the realization of global food security and environmental sustainability. This study aims to develop a comprehensive analytical framework to evaluate the factors that influence the intention of using sustainable farming methods in the legume industry, combining the variables found in the global marketing analysis model with other external variables such as market pricing, consumer behavior, supply chain logistics, regulatory frameworks, and technological adoption. Data compiled from agricultural enterprises and legume producers in multiple regions worldwide are used to test the formulated hypotheses. This article first analyzes the market dynamics of the legume industry, studies the direct effect of sustainable agricultural practices on the level of legume production growth of various regions, and analyzes the indirect effect of consumer preferences on the pricing strategies of sustainable legume products. The results of this study reflect what key market drivers and sustainability factors should be considered and how they are interconnected within the legume supply chain. The results of this research also provide a reference for further policy development on the regulatory support and economic viability of sustainable agriculture in the context of global climate challenges and shifting consumer demand. Hence, we may conclude that our findings deserve more attention from policymakers, industry stakeholders, and researchers, along with further empirical validation in diverse market contexts.