Ecological civilization construction is an important content for constructing socialism with Chinese characteristics and is related to the happiness of Chinese people and the future of human beings and nationalities. The value appeal of ecological civilization construction is embodied in ecological preference, harmonious intergrowth and sustainable development. Production relation affects the realization of ecological civilization value appeal because of big change of productivity. At the era of agricultural settlement, the relation between human beings and nature is basically balanced, since industrial revolution, the imbalance between human beings and nature is big, China’s nearly forty years high-speed development causes serious harm on nature. In the new era, the prevention of the imbalance of ecological civilization value appeal should set up solid ecological civilization value appeal idea, must combine ecological civilization construction with the process of the civilization construction of economy, society, culture and politics, change economic development mode, reestablish social harmony, and construct new-style ecological civilization value outlook, so as to provide institutional guarantee for ecological civilization and to provide firmly ecological basis for creating the beautiful life of human beings.