This study investigates the consumer-citizen duality in willingness to pay (WTP) for improved animal welfare in the Canadian dairy sector. The study examines whether individuals express different preferences when acting as consumers in a private market setting versus citizens in a collective decision-making context. Using an experimental survey focused on milk produced under the “Certified Humane” standard, two treatments were compared: a public scenario, where the standard would be mandatory for all dairy producers, and a private scenario, where adoption would be voluntary and reflected through market choices. The findings reveal that individuals in a citizen role exhibit a significantly higher willingness to pay than those in a consumer role. However, this gap cannot be explained by hypothetical bias, strategic bias, or greater price sensitivity among consumers. The study further identifies four behavioral profiles: basic consumers, hedonic consumers, citizens, and consumer-citizens. These profiles substantially influence willingness to pay and help explain the mixed results reported in previous studies on consumer-citizen duality.