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Plastic pollution is a global environmental challenge with serious implications for human health. Most of the work on plastic waste to date has focused on assessing and mapping impacts and remedial activities, which are important but do not attempt to understand the attitude and behaviour of the consumer. The problem will only be resolved by changing behaviour to eliminate non-essential use of plastics and switch to less harmful alternatives, especially for Single-Use Plastic (SUP), which makes a disproportionate contribution to plastic waste. This study examines the attitudes and behaviour of teachers and parents/guardians in school communities as a step towards building collective ownership of SUP towards reducing the use of SUP. It establishes baseline data about attitudes and behaviour in four Jamaican primary schools. It examines the attitude of teachers and parents/guardians towards SUPs and uses cluster analysis to segment them based on attitude. The results identify the heterogeneous nature of groups within the same population and highlights the need for targeted interventions. This research can contribute towards the design of strategic interventions that will build a sense of collective ownership of the SUP problem and motivate effective changes in behaviour to minimise the use of SUPs in Jamaica.