A combustion control method includes the steps of providing an oxygen sensor within a furnace or at a flue of the furnace, detecting an oxygen concentration of exhaust gas, and controlling an air ratio. A regenerative combustion apparatus includes a regenerative combustion burner, an oxygen sensor disposed in an air supply and gas exhaust passage of the burner. A combustion control method and apparatus includes the steps of switching an electrical voltage imposed on an oxygen sensor between a first electrical voltage and a second electrical voltage near 0 V, conducting an air ratio control when the imposed voltage is at the first voltage and monitoring unburnt components included in exhaust gas when the imposed voltage is at the second voltage.