This paper explores the role of auto action learning in supporting circular practices. It presents a case study of small UK based hospitality businesses taking part in a composting initiative and considers how participants learn new actions through auto-action learning enabled by scientific social media (SSM). This novel approach generates written reflections, sentiment ratings, and emotions from those involved in producing compost at the business premises. Analysis examines both learning engagement and levels of learning in relation to task, self and 'learning to learn'. Findings suggest varied engagement with auto action learning; where there is engagement, participants express positive emotions towards composting and waste management, despite challenges in achieving aspirations. The discussion reflects on auto action learning adaptation, through SSM, to initiate, support and potentially sustain circular practices in small businesses. Conclusions and recommendations propose further research to support the development of SSM enabled auto action learning for positive environmental impact.