This study explores the motivations, perceived benefits, and challenges associated with the adoption of clearcutfree forestry by early adopters among non-industrial private forest (NIPF) owners in southern-central Sweden. Clearcut-free forestry, characterized by continuous tree cover and an emphasis on biodiversity, structural diversity, and ecosystem services (ES), is increasingly seen as a sustainable alternative to conventional intensive management based on short rotations and clear-cutting practices. Based on qualitative interviews with 22 NIPF owners who have adopted this approach, the study provides insights into how these early adopters perceive the value of clearcut-free forestry. Reported motivations include environmental concerns, such as biodiversity conservation and climate resilience, as well as strong socio-cultural values linked to family traditions, aesthetic preferences, and community wellbeing. In this study, we use the multi-level perspective (MLP) framework to conceptualize NIPF owners who have adopted clearcut-free forestry as niche actors and analyze their potential contribution to the emergence of an alternative forest management regime. The findings highlight that early adopters associate multiple benefits with clearcut-free forestry, encompassing enhanced ecosystem services such as carbon sequestration, water regulation, habitat preservation, and socio-cultural enrichment through recreation and relational values. However, the interviewees identify several interrelated challenges, including knowledge gaps, lack of clear definitions and standardized practices, limited advisory services, underdeveloped value chains for high-quality timber, and market barriers, which hinder more widespread adoption. Within the multi-level perspective, owner perceptions linking clearcut-free management with improved forest multifunctionality serve as a key driver of niche-level experimentation. This suggests an alignment between these owners and evolving societal demands for more inclusive, sustainable, and diversified forest use. Policy recommendations include targeted investments in knowledge co-production, infrastructure, market incentives, and certification schemes to support the economic viability and broader adoption of clearcut-free forestry.