The essence of ecological product value is the rational development and utilization of natural ecological and environmental resources, which are converted into social attributes or economic value. An accurate assessment of the value of ecological products is a prerequisite for realizing their economic value. However, few studies have measured the interaction mechanism between green finance and ecological products value. This study measured the ecological products value at the city level in China from 2010 to 2021, based on the dynamic equivalent moderator model. A spatial panel data model was used to analyze the spatial pattern and dynamic evolution of ecological products value and identify their driving factors. The ecological products value in China showed an increasing trend from 2010 to 2021, and there were obvious spatial correlations between regions. Green finance significantly contributes to the realization of ecological products value, and robust estimation results can still be obtained after controlling for endogeneity. Meanwhile, the role of green finance has a spatial spillover effect. This study provides a new research perspective for correctly assessing ecological products value and studying the role of green finance in realizing ecological products value.