The effect of family beef taboos on beef consumption on young Taiwanese adults

• This study examines whether beef taboos influenced beef consumption for young adults in Taiwan.
• Quantitative data of beef consumption was used to reveal beef consumption patterns.
• Spiritual burden was a main factor affecting beef consumption of young adults.
• Psychological consequences needed to be considered among other factors in marketing strategies.

A family tradition of beef taboos exists in Chinese societies. The marketplace for beef in Taiwan is imported mainly from the U.S., Australia, and New Zealand. For mechanised-farming families or even for those no longer engaged in agriculture, beef consumption is often not encouraged nor allowed by family members. Using quantitative data in the analyses, this study was undertaken to examine whether family beef taboos influenced beef consumption for young adults in Taiwan. Respondents from beef-consuming families consumed more beef (4.34 times/week: average, 150.07 g/week: cooked) than respondents from non-beef-consuming families (1.87 times/week: average, 56.67 g/week: cooked). For the respondents from non-beef-consuming families, spiritual burden was a main factor affecting their own beef consumption. The implications based on this study’s findings are provided.