In an exhaust gas purification system, including a catalyst unit carrying an NOx occlusion-reduction type catalyst, a first-stage rich control having a target air-fuel ratio lower than theoretical air-fuel ratio and which is conducted through addition of an amount of a reducing agent meeting an amount of oxygen emitted in the initial stage of regeneration control. In the first-stage rich control a completion of oxygen emission is judged on the basis of an oxygen concentration on the downstream side of the catalyst unit. Upon determination of the completion of the oxygen emission, a later-stage rich control close to the theoretical air-fuel ratio with the target air-fuel ratio increased over that of the first-stage rich control is conducted to thereby accomplish regeneration of the catalyst unit. As a result, there can be prevented not only any outflow of unpurified NOx occurring in the initial stage of regeneration but also any outflow of virgin reducing agents, such as HC and CO, occurring in the later stage of regeneration.