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• Research objectives and questionsThe aim of this article is to analyze the ways in which a start-up can implement a full circular business model that encourages the adoption of responsible consumption practices, namely, purchasing products with reusable packaging.• MethodologyWe carried out a case study to analyze the full circular business model developed by Le Fourgon. To understand how Le Fourgon’s full circular business model contributes to the adoption of the practice of returnable packaging via deposits, our case study is based on interviews with Le Fourgon managers, employees, consumers and business partners, as well as on a large amount of secondary data.• ResultsWe show how a full circular business model can reduce the green gap so often encountered in responsible consumption practices. This requires both designing a value proposition that makes the practice desirable by minimizing the effort required from the consumer, and developing a value network that makes this value proposition feasible and viable.• Implications for marketing decisionThis research can help to guide entrepreneurs and managers developing new business models to encourage the adoption of sustainable consumption practices by as many people as possible.• OriginalityThe originality of this research lies in the study how a full circular business model is implemented by a start-up, an empirical field that is still too little explored. Furthermore, the roll-out of systems that enable packaging to be reused is a major issue for society, and one that has received too little attention in management science.