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Corporate social responsibility (CSR) has become very important due to increasing environmental problems, global crises, and social problems. On the other hand, when there is no fit between an organization's business and CSR efforts, consumers may perceive corporate hypocrisy. The purpose of this study is to examine the effect of brand-CSR fit on purchase intention through the mediating role of attitude and the moderating role of perceived corporate hypocrisy in the relationship between brand-CSR fit and brand attitude. The research model was tested with an experimental design. Attitude towards the brand was more positive for the high brand-CSR fit scenario. The brand-CSR fit positively affected the attitude towards the brand and purchase intention. The attitude of the experimental group with low brand-CSR fit towards the brand is also more positive than the control group, in which no CSR activity was mentioned. It has been determined that brand-CSR fit does not directly affect the intention to purchase, but has an indirect effect via the mediation effect of the attitude variable. It has been observed that the moderation effect of perceived hypocrisy on brand-CSR fit and brand attitude relationship is not meaningful. [ABSTRACT FROM AUTHOR]