綠色產品，如手工皂的購買已經增加。手工皂是一項小產品，但每天被用來洗臉、卸妝、沐浴和洗髮，不再需要大費周章地準備瓶瓶罐罐，使用是如此方便，因此手工皂是追求綠色、健康、時尚樂活生活方式不可或缺的家居產品。
很多人意識到手工皂產業的市場潛力，紛紛投入研發與行銷。全球化使人們可以通過技術和網路在任何地方購物，且使得消費者容易獲取產品訊息。品牌形象、知覺價值、價格以及通路影響消費傾向和消費。因此自眾多品牌脫穎而出，並增強消費者的購買意願，對當地企業而言是關係到其生存的重要課題。
本研究透過調查法-問卷調查方式探討品牌形象與品牌知覺價值，以及價格、實體店舖、網路商店的瀏覽等關聯因素，如何影響消費者對手工皂的購買傾向。研究結果得知手工皂的品牌知覺價值、品牌形象與消費者對品牌的認知及至實體店舖或網路商店的購買意願有顯著正向關係。手工皂的價格因素與消費者至實體店舖參觀或瀏覽網路商店負面關係不顯著，但不否定與客戶購買傾向的負面關係。
本研究還分析了手工皂市場的發展現況，並結合研究成果，提出了以下建議：企業識別系統CIS、產品的創新與創意、產品品質的控管、客製化的行銷、創意商品的整合、參展與參賽是最佳的行銷、專業形象的打造－證照、美化實體展示店的購物環境、官網的視覺饗宴及產業策略聯盟，以供「JACAL'S佳構思創意生活」品牌擬定行銷策略時的參考，期望對品牌的發展與成長有所助益。

Purchases of green products, such as handmade soap, have increased. Handmade soap is a small product, but it is used daily in washing the face, removing makeup, taking a bath, and shampooing. It does not require the preparation of bottles and is thus convenient to use. Handmade soap is an essential home product for a green, healthy, and stylish LOHAS lifestyle.
Many people have recognized the market potential of the handmade soap industry and have thus invested in its R&D and marketing. Globalization has enabled people to shop anywhere through technology and networking and has facilitated consumer access to product information. Brand image, perceived value, price, and channels affect consumer tendency and spending. Therefore, standing out from among a large number of brands and enhancing consumers’ willingness to buy are important issues that determine the survival of low-profit local businesses.
This study investigated the factors associated with brand image and perceived value, as well as price, physical stores, and online store browsing, through a questionnaire survey. The study also examined the effect of these factors on consumers’ propensity to buy handmade soaps. A brand’s perceived value and image have a significantly positive effect on consumers’ purchase intention and willingness to buy in physical or online stores. The relationship between the price of handmade soaps and consumers’ intention to visit physical stores or browse online stores is not significantly negative. However, price has a significantly negative relation with customers’ intention to buy.
This study also analyzed the development status of the handmade soap market and integrated the research results to come up with the following recommendations: a corporate identity system, product innovation and creativity, product quality control, customized marketing, integration of creative products, exhibition and competition as optimal marketing strategies, a professional image through licensing, optimization of physical stores, beautification of physical displays in shopping stores, a visually appealing official website, and strategic alliances of industries. These recommendations are provided to JACAL’S as a reference for formulating marketing strategies and enhancing brand development and growth.

中文部分
1. MONEY錢雜誌 第65期–拼出億萬身價6堂價值千萬的創業&投資課，一塊手工皂 變身台灣精品，pp.66-69。
2. 大前研一（2011），「一個人的經濟：成熟市場也有大金礦」，譯者：孫玉珍，台北：天下文化，pp.95-97。
3. 天竺季刊 第30期–印度品牌故事：MEDIMIX 香皂，中華民國駐印度代表處經濟組出刊，出版年月：民國102年10月，pp.6。
4. 徐德麟、曾志堯（2007），一定要懂的銷售通路，台北：凱信企業管理顧問有限公司，出版年月：2007年10月，pp.9-11,18-24。
5. 經濟部工業產品分類（第15次修訂），經濟部統計處編印，出版年月：民國100年08月。
6. 鄭毓煌、蘇丹（2013），理性的非理性－如何鼓勵人們消費享樂品，北京：中國商業出版社。
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網路資訊
1. Annchen陳怡安手工香皂，官方網站www.annchen.com.tw，facebook粉絲團https://zh-tw.facebook.com/annchensoap
2. B.Gentle 手工蛋糕香皂，官方網站http://www.globalchainder.
com， facebook粉絲團https://www.facebook.com/pages/Bgentle-手工蛋糕香皂/176068715781656
3. Botanicus菠丹妮，官方網站www.botanicus.com.tw，facebook粉絲團http://www.facebook.com/taichungbotanicus?fref=ts
4. Britannica （2010） Price, [Online] http://www.britannica.
com/EBchecked/topic/475733/price [Accessed 20 February
2010]
5. Gamila Secret潔米拉秘密，官方網站www.lesone.com.tw，
facebook粉絲團https://zh-tw.facebook.com/GamilaSecretTW
6. Interbrand, The Top 100 List View , http://www.interbrand.com/en/best-global-brands/2013/top-100-list-view.aspx
7. JACAL'S，官方網站http://www.jacals.com.tw，facebook粉絲團
http://www.facebook.com/myjacals
8. L’OCCITANE歐舒丹，官方網站www.loccitane.com.tw，facebook粉絲團http://www.facebook.com/loccitane.tw?rf=153893754620923
9. Loving&Herbs愛草皂，官方網站www.loveherbsoap.com，facebook粉絲團http://www.facebook.com/lovingherbs
10. Marius Fabre法鉑，官方網站www.marius-fabre.com.tw，facebook粉絲團http://www.facebook.com/mariusfabre
11. MBA Library, http://wiki.mbalib.com/zh-tw/7Ps營銷理論
12. Ogilvy & Mather Taiwan, http://www.ogilvy.com.tw/#/home
13. ‎Savon du Midi，官方網站www.decor.com.tw
14. The Handcrafted Soap & Cosmetic Guild, http://www.soapguild.org/
15. WIRED.TW，電子商務業績沒你想像的好！Google計畫搶攻實體店面！ http://wired.tw/2013/04/16/reallifeshopping
16. 中華民國對外貿易發展協會，2014年台北國際禮品暨文具展 https://www.giftionery.net/zh_TW/news/info.html?id=84FAD5CA1C392B1E
17. 全國法規資料庫 http://law.moj.gov.tw/
18. 阿原肥皂，官方網站www.taiwansoap.com.tw，facebook粉絲團http://www.facebook.com/yuansoap
19. 美國行銷學會（American Marketing Association，AMA）中國網站http://www.amachina.org.cn
20. 美國行銷學會（American Marketing Association，AMA）全球網站http://www.ama.org
21. 茶山房天然手工皂，官方網站http://www.teasoap.com.tw，
facebook粉絲團http://www.facebook.com/teahomesoap
22. 康健雜誌，5招自然提升抗病力 http://www.commonhealth.com.tw/article/article.action?id=5017539&page=1
23. 華視新聞網，清潔劑有毒! 恐致胎兒腦部缺氧 http://news.cts.com.tw/cts/society/201012/201012020622374.html
24. 新北市政府經發局 http://www.economic.ntpc.gov.tw/
25. 經濟文摘　2013年九月號，第一代南僑水晶肥皂的故事 http://mag.udn.com/mag/newsstand/storypage.jsp?f_MAIN_ID=253&f_SUB_ID=5413&f_ART_ID=474817
26. 經濟部統計處調查資料庫 http://www.moea.gov.tw/Mns/dos/content/Content.aspx?menu_id=6712
27. 經濟部標準檢驗局 http://www.bsmi.gov.tw/
28. 維基百科（2013），http://zh.wikipedia.org/wiki/手工皂，http://zh.wikipedia.org/zh-cn/價格，http://zh.wikipedia.org/wiki/價值，http://zh.wikipedia.org/wiki/價值的主觀理論
29. 艋舺肥皂，官方網站www.monga.com.tw