Lara Hallam

Lara Hallam is a Visiting Professor and researcher at AP University of Applied Sciences in the Department of Business & Law, and also holds a visiting position at the University of Antwerp. She is a core member of the Immersive Lab at AP, driving interdisciplinary research at the intersection of sustainability and technology-mediated human interactions.

She holds a Ph.D. in Communication Sciences, underpinning her expertise in research methodology and statistical analysis for both qualitative and quantitative studies.

Her research centers on sustainability values and attitudes in organizational contexts, specifically developing recruitment tools for sustainable SMEs to identify employees with aligned green values. She simultaneously investigates embodiment in virtual reality environments and interpersonal dynamics within technological applications. Key projects include GRoW (2025-2027) on sustainable workplace behavior change, ImpACCt (2025-2027) examining accountants as sustainability coaches for SMEs, and GrAVa (2023-2025) creating a green values mapping tool for SME transitions.

At the University of Antwerp, she teaches research initiation and methodology, maintaining active statistical and methodological proficiency. Her extensive project portfolio—spanning from 2017 to 2027—demonstrates sustained contributions to sustainability transitions, virtual reality applications, and data-driven marketing for Flemish organizations, with recent work addressing inflation impacts on SME sustainability and XR embodiment techniques.