Transitioning to a circular economy (CE) offers promising solutions to sustainability challenges such as resource depletion and waste generation. This paradigm shift away from the linear economy requires a deeper understanding of consumer practices and perspectives to effectively promote circular economy strategies, since consumers play a crucial role in both contributing to the problem and being part of the solution.

In line with this objective, this study investigates consumer views and practices related to children’s products in Sweden and aims to identify aspects that could promote CE within this sector. The study employs a survey-based approach to examine consumer interest in sustainability and to explore aspects related to the acquisition of strollers, toys and children’s clothes focusing on renting or buying second-hand.

The findings show a general willingness towards circular consumption among Swedish consumers of children’s products and a high interest in sustainability. There is a notable gap in the adoption of circular strategies, with few respondents using rental solutions whilst purchasing second-hand products is common practice. The study finds furthermore that perceived barriers differ between the two circular strategies, and that more barriers are experienced related to rental solutions. Gender differences are observed, with women showing a greater interest in sustainability and demonstrating a more pronounced inclination towards purchasing second-hand products than men.

The study highlights the importance of identifying and addressing barriers to promote circular consumption, whilst leveraging sustainable interests and recognizing the influence of gender gaps and peer influence. Implications of the findings suggest the need for targeted interventions and policies and can be used by businesses, policymakers, and researchers to advance the transition towards a CE within the children's product sector.