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Background Coronavirus disease 2019 (COVID-19), now a global pandemic, is a new, highly contagious, and preventable disease that has caused many deaths across the world. Correct understanding of the risks and following health instructions are among the most important self-care parameters. Aims To assess people's perception of the risks and their adherence to recommended preventive behaviours regarding COVID-19 infection. Method This descriptive–analytical study was conducted with 1861 people residing in Ardabil province in 2020. The data were collected electronically and included four elements: demographic details; health belief model (HBM) constructs (perceived sensitivity, perceived severity and perceived benefits); beliefs about the effectiveness of disease prevention strategies; and complying with health behaviours. The data was analysed using SPSS-21 software. Results Significant differences were found in the mean scores for beliefs about the effectiveness of preventative measures, the constructs of the health belief model, and compliance with preventive behaviours relating to the participants’ gender, age, marital status and level of education. Beliefs and intention to stay at home, collectively predicted 54.7% of the variance in preventive behaviours. Conclusions Although a majority of participants had positive attitudes towards the effectiveness of preventive measures and adhered to them, some people who were not adherent with these healthy behaviours could be key participants in the next wave of the disease.