North Morocco (region Tangier-Tetouan-Al Hoceima) is characterized by high demographic and economic pressures, which intensify the vulnerability of the coastal areas. Morocco lies both along the Atlantic and the Mediterranean coast, having a rich relief of mountain chains (Atlas and Rif). This diverse context induces the challenge of adapting to environments that are drastically different, and of answering the question to which extent the local population is aware of different natural risks. Risk awareness is addressed as a predictor of precautionary behaviour in a questionnaire-based survey. Here the variables explaining the readiness of inhabitants to protect themselves and their belongings from natural risks in the present and the willingness to invest and to protect in the future are explored. Furthermore, based on the different response patterns in the survey, we used multiple correspondence analysis to identify profiles of typical dwellers. The results indicate local regional differences, where the Rif Mountain dwellers are more prone to protect themselves than the ones living in other parts of North Morocco. Finally, environmental identity indicates that the relationship with nature has an impact on risk awareness and precautionary behaviour. This study brings out information which could be useful for policy makers who should promote ecological concerns and encourage local action in resolving environmental issues when promoting risk mitigation measures.