Capturing the individual’s behavioral responses to the actions driven by market and government will always be an interesting activity towards a broad spectrum of society. It could not be neglected that an individual may have different views in responding towards a new policy intervention or a new product market. However, references to use of the consumer–citizen concept in transport research studies are still scarce. Knowing this condition, this research is trying to close the gap by conducting an extensive analysis of the consumer–citizen duality concept. This study intends to test to what extent the consumer and citizen preferences may differ when the users make tradeoff between safety and travel time, in a case study of on-demand motorbike taxi services in Jakarta using stated-choice experiment. By elaborating on the role of an individual as a citizen, the research proposed in this study expect could contribute to an empirical evaluation of the operation of on-demand motorbike taxis, not only from a consumer perspective but also from the perspective of citizens. Subsequently, it also expects to gives nuances to the research field with citizen-stated choice experiments.