Excavation of tunnels or chambers causes crack initiation, propagation and coalescence, resulting in the instability and destruction of underground projects. Understanding the damage mechanism of joint rock-like materials is important for maintaining the stability of concrete construction. Based on the Mohr–Coulomb criterion and Lemaitre strain equivalence hypothesis, the coupling-damage constitutive model of rock masses was improved for application to plain concrete. Parameters including the mesoscopic and macro-meso coupling damage variables, as well as the fractal dimension, were calculated to realize the non-linear mechanical behaviour during damage evolution. The rationality of the model was verified by comparing experimental and theoretical parameters. Results revealed that the coupled-damage constitutive model of rock masses has a good applicability to plain concrete. Furthermore, two main factors affected the damage deformation: the number of joints and the inclination angle. As the number of joints increased, the early damage accumulation increased and the inflection point of the damage rate occurred in advance. The damage deformation varied significantly when the inclination angle was changed. The cumulative damage curve of the plain-concrete specimens is shown as the evolution law of an S-type curve. Both peak strength and elastic modulus were positively correlated with the damage variable. Moreover, a smaller peak strength resulted in a larger fractal dimension and coupling-damage variable. KEYWORDS: Rock mass, Joint inclination angle, Mesoscopic, Macroscopic, Fractal dimension, Coupling-damage constitutive model.