The author set out to investigate public attitudes to municipal solid waste (MSW) incineration. The area chosen for the study was Carlow town, a regional town in County Carlow, Ireland. A public questionnaire survey was carried out among local residents. Interviews were also carried out with local councillors to provide a different perspective on the matter. The aims were to investigate local attitudes towards MSW incineration. The author investigated the public’s acceptance of this method of waste disposal for the region in the future, and highlighted the public’s preferences for waste management strategies are for the of the region. The author also wanted to investigate the role of the media in shaping people’s perceptions about incineration. Results showed that there was a general acceptance of the introduction of incineration as a method of waste disposal among respondents. There were significant differences in attitudes depending on gender and age. Men were more likely to opt for incineration than women were. Older respondents were more likely to choose incineration over other forms of waste disposal options. The youngest age group people in general were more likely to opt for recycling than any other age group. Most respondents preferred incineration to landfill as a method of waste disposal. Of the respondents who suggested disadvantages many thought the negative aspects were to do with smell and dioxins. Of those that mentioned advantages to incineration, many thought it would require less space than landfill and would be cleaner. The media it seems provided too much negative information on the topic. Although many respondents thought incineration was a good idea, a large proportion of respondents could not decide if they would agree to the construction of an incinerator in the town.