The coastal zone is an area characterized by intense interaction between land and sea, high sensitivity to regional environmental changes, and concentrated human activities. Little research has investigated vegetation cover changes in coastal zones resulting from climate change and land-use change, with a lack of knowledge about the driving mechanism. Normalized difference vegetation index (NDVI) can be used as an indicator for change of the coastal environment. In this study, we analyzed the interannual changes and spatial distribution of NDVI in the coastal zone around Jiaozhou Bay in Qingdao, a coastal city undergoing rapid urbanization in northeast China. The underlying causes of NDVI variations were discussed in the context of climate change and land-use change. Results showed that the spatio-temporal distribution of NDVI displayed high spatial variability in the study area and showed a typical trend of gradually increasing from coastal to inland regions. The significant increase area of NDVI was mainly found in newly added construction land, extending along the coastline towards the inland. Land vegetation cover demonstrated a certain response relationship to sea-land climate change and land-based activities. The impact of land-based human activities was slightly greater than that of sea-land climate change for land vegetation cover. The results indicate that promoting ecological policies can build an ecological security framework of vegetation suitable for the resource characteristics of coastal cities. The framework will buffer the negative effects of sea-land climate change and land-based human activities on vegetation cover and thereby achieve the balance of regional development and ecological benefits in the coastal zone.