The invention provides a cloth feeding control mechanism of a sewing machine and a cloth feeding control method. The cloth feeding control mechanism of the sewing machine comprises a main shaft, a motor, a cloth feeding eccentric wheel, a clutch mechanism, an adjusting component and a controller, wherein the motor drives the main shaft to rotate; the clutch mechanism comprises a sliding assembly and a distance transmission seat which is circumferentially positioned and connected with the cloth feeding eccentric wheel, the sliding assembly comprises a fixed seat, a sliding piece and a return spring, wherein the fixed seat is fixedly connected with the main shaft, the sliding piece slides axially and is circumferentially positioned and connected with the fixed seat, and the return spring isarranged between the sliding piece and the fixed seat; the sliding piece and the distance transmission seat are circumferentially locked under the action of the return spring; the adjusting componentcomprises a shifting piece for shifting the sliding piece to move in the axial direction of the main shaft and an electromagnet for driving the shifting piece to move; the motor and the electromagnetare all connected with the controller, the controller controls the electromagnet to be electrified so as to unlock the sliding piece and the distance transmission seat, and then the motor is driven todrive the main shaft to rotate so as to change the positioning angle between the main shaft and the cloth feeding eccentric wheel. According to the cloth feeding control mechanism of the sewing machine and the cloth feeding control method, the adaptability to different fabrics is greatly enhanced.