<p>Companies increasingly use corporate social responsibility to engage consumers and foster deeper connections. This study investigates how CSR initiatives influence consumers’ attraction to a company’s identity. Company identity attraction, defined as the consumer’s emotional and cognitive pull toward a company, based on perceived alignment with personal values and social identity. Despite growing interest in CSR, the mechanisms by which it shapes identity attraction and consumer–company identification remain underexplored. This study fills this gap by empirically testing the model which examines the mediating role of consumer–brand congruity and the moderating role of CSR awareness. Collecting data from 349 Pakistani consumers and analyzed by partial least square structural equation modeling. The results reveal that CSR has positive significant influence on identity attraction and consumer–company identification, with consumer awareness strengthening these effects. The findings contribute to theory by advancing our understanding of the role of CSR in identity-based consumer behavior and offer practical implications for firms seeking to cultivate loyalty through socially responsible branding strategies.</p>