The issue of gender is becoming increasingly important both in the business and academic realms, where researchers highlight its potential influence on market structure. It is in the 21st century when women gain visibility in academic studies, marking a shift in the representation of women in economic and marketing studies. This study is motivated first of all by previous experimental research on the impact of organizational rules on women’s participation motivation in scientific tournaments and is based on the premise supported by numerous studies that women have a distinct way of perceiving and transforming the world. Secondly, evidence suggests that there are differences between women and men in business characteristics, such as experience, motivation, entrepreneurial skills, and conflict resolution approaches, and a greater sensitivity towards sustainable entrepreneurship has The main objective of this study is to analyze the evolution of the gender variable in research conducted between 1950 and 2024, focusing on the treatment of entrepreneurship in academic literature. It aims to understand if the evolution of the role of women influences the structure of purchasing and sales processes in business environments. This translates into examining the active or passive role of women in the motivational factors of the market, specifically in the context of gender and sustainability. To conduct this study, a documentary research approach has been employed, using longitudinal analysis. The results indicate the growing interest in the study of women’s decision-making in the business sphere. Likewise, the role they play in making such decisions influences the outcomes of market structure, both on the supply and demand sides. This is reflected in sustainable entrepreneurship projects, where women show greater motivation than men. Furthermore, it is evident that knowledge and attitude are variables influencing their empowerment, and the inclusion of women has led to the development of new, more sustainable markets. Additionally, there is sufficient evidence to believe that these structural differences in entrepreneurship between men and women could be the origin of what is known as the “glass ceiling,” which influences women’s leadership positions.