ABSTRACT.- A telephone survey (n = 601) was conducted in Uruguay to explore participants? mental associations with meat and the underlying reasons changes in the quantity and type of meat consumed. Participants mentioned mostly positive associations with meat?s culinary and cultural aspects and its nutritional value as source of high-quality protein. Other associations were related to meat production, specific types of meat and cuts, meat consumption and pleasure, while price was perceived negatively. Animal welfare concerns emerged as a relevant association, but minor references were made to the effects of meat production on the environment. Changes in the amount and type of meat consumed (higher pork, chicken and cheaper cuts and beef) in the last year were mainly due to price followed by health reasons. Results emphasize the strong meat culture among Uruguayans and reveal that changes in the amount and type of meat consumed last year relate to external (price) or egoistic (health) rather than altruistic motives (ethical or environmental concerns). © 2022 Elsevier Ltd. All rights reserved.