Definitely animal welfare. All the way.
I became a vegan 10 years ago, when I found out the terrible (inhumane, unimaginable, incomprehensible) conditions under which animals are kept in order to satisfy our appetite for animal products and by-products. When I actually looked a little deeper into it I realised I could not support that attitude to animals.
The more I've learned over the past 10 years has made me 10 times more secure in the knowledge that I am doing the right thing. Because of my interest in veganism and the books Ive read, I have learned more about the environment, the politics of food, fair trade, animal welfare, corporate farming, the breakdown of our communities, the power of the superstores the list goes on - than I ever realised existed.
And I know I am doing the right thing. I am acting against animal cruelty. I am acting against people thinking it is all right to treat animals like insentient machines. I am refusing to participate in the barbaric practice of modern day global farming.
So now it's "all of the above". Veganism is just right.