  We consider backward vector meson exclusive electroproduction off nucleons in
the framework of collinear QCD factorization. Nucleon to vector meson
transition distribution amplitudes arise as building blocks for the
corresponding factorized amplitudes. In the near-backward kinematics, the
suggested factorization mechanism results in the dominance of the transverse
cross section of vector meson production ($\sigma_T \gg \sigma_L$) and in the
characteristic $1/Q^8$-scaling behavior of the cross section. We evaluate
nucleon to vector meson TDAs in the cross-channel nucleon exchange model and
present estimates of the differential cross section for backward $\rho^0$,
$\omega$ and $\phi$ meson production off protons. The resulting cross sections
are shown to be measurable in the forthcoming JLab@12 GeV experiments.
