Disclosed herein is a variable pedal feeling adjustment device. A pedal simulator includes a simulator block formed with an oil hole at an upper portion thereof which is connected to a master cylinder to receive hydraulic pressure caused by pedal effort of a driver and a bore which communicates with the oil hole, a first reaction unit and a second reaction unit arranged in series in the bore and configured to be pressurized sequentially by pedal effort, and a damping housing configured to support the second reaction unit and installed to a lower portion of the bore while being restricted in rotation. An actuator includes a spindle screw-coupled to the damping housing and a motor connected to the spindle to supply rotational force to the spindle. The damping housing is moved linearly and changed in position by forward and backward rotation of the spindle.