Politička apatija je generalna nezainteresiranost i ravnodušnost građana prema politici, niska razina sudjelovanja u političkim aktivnostima i slab odaziv na izbore. Istraživanje provedeno na području pet slavonskih županija u Republici Hrvatskoj pokazalo je nisku razinu sudjelovanja u konvencionalnim i nekonvencionalnim političkim aktivnostima odnosno visoku razinu političke apatije. Istraživanje je provedeno 2017. godine, metodom osobnog ispitivanja na uzorku od ukupno 662 ispitanika. Rezultati analize razlika (ANOVA-e i T-testa) pokazali su kako veću tendenciju sudjelovanja u konvencionalnim i nekonvencionalnim političkim aktivnostima imaju muškarci te ispitanici s iznadprosječnim primanjima, a u slučaju nekonvencionalnih političkih aktivnosti veću tendenciju sudjelovanja iskazali su i više obrazovani ispitanici u odnosu na niže obrazovane. Provedenom klaster-analizom opisani su pojedini segmenti birača prema razini njihovog sudjelovanja u političkim aktivnostima, a rezultati su ukazali kako više od polovice ispitanika (51,2 %) pripada segmentu apatičnih građana. Ovaj segment najvećim dijelom čine žene i ispitanici s ispodprosječnim prihodima, a odlikuju ih visoke stope političkog cinizma, izrazito niske stope interesa za politiku i percipiranog znanja o politici. Rezultati ovog istraživanja doprinose teoriji i praksi političkog marketinga u Republici Hrvatskoj jer utvrđivanjem razine političke apatije te karakteristika određenih ciljnih skupina, političke stranke mogu odrediti smjer i načine djelovanja na određenu ciljnu skupinu u cilju povećanja broja svojih birača, ali i smanjenja političke apatije kao društvenog problema. Najveće ograničenje istraživanja odnosi se na nereprezentativan uzorak s obzirom na to da je istraživanje provedeno u samo jednoj regiji Republike Hrvatske.; Political apathy represents the general disinterest and indifference of citizens towards politics, low levels of participation in political activities, and low turnout. The research conducted in the five Slavonian counties in the Republic of Croatia showed a low level of participation in conventional and unconventional political activities, i.e. a high level of political apathy. The research was conducted in 2017, using an in-person survey method on a sample of 662 respondents. The results of the analysis of differences (ANOVA and T-test) showed that men and respondents with above-average income have a greater tendency to participate in both conventional and unconventional political activities. When it comes to unconventional political activities, a higher tendency to participate was expressed by higher educated respondents as opposed to lower educated citizens. Cluster analysis has described some segments of the voters according to their degree of involvement in political activity, and the results indicated that more than half of the respondents (51.2%) belong to the segment of apathetic citizens. This segment mainly consists of women and respondents with under average income, characterized by high rates of political cynicism, low levels of interest in politics and perceived knowledge of politics. The results of this research contribute to the theory and practice of political marketing in the Republic of Croatia. By determining the level of political apathy and the characteristics of specific target groups, political parties can determine the direction and ways of acting on a particular target group in order to increase the number of voters and to reduce political apathy as a social problem. The most significant limitation of the research is the non-representative sample given that the survey was conducted in only one region of the Republic of Croatia.