Breastfeeding, despite its importance, is given in a low proportion. This paper attempst to know the reason why mothers attended in 4 general hospitals in the State of Aguascalientes refuse to breastfeed their children. A qualitative study was conducted, identifying the mothers attending healthy baby (follow up) consultations and not breast feeding, a first survey was conducted, selecting participants who underwent in-depth interviews at their homes. 25 women were surveyed, the three most common reasons for not starting or stopping breastfeeding were: deformation of the breasts, mammary gland becoming flaccid and fear of stop being attractive to their partners. Three relevant factors were coded: aesthetics, partners and social factors. There are psychosocial implications that must be considered during counseling, health policy or community actions.