Denote the set $\{(x, y): y > 0\}$ by $S$, and let $g: S \to \mathbb{R}^1$ be the function that sends $p = (x, y) \in S$ to $yf(x/y)$.
For every $\lambda \in (0, 1)$, and $p_1 = (x_1, y_1) \in S, p_2 = (x_2, y_2) \in S$, we have
\begin{align*}
& g(\lambda p_1 + (1 - \lambda)p_2) \\
= & g((\lambda x_1 + (1 - \lambda)x_2, \lambda y_1 + (1 - \lambda)y_2) \\
= & (\lambda y_1 + (1 - \lambda)y_2)f((\lambda x_1 + (1 - \lambda)x_2)/(\lambda y_1 + (1 - \lambda)y_2)) \\
= & (\lambda y_1 + (1 - \lambda)y_2)f((\lambda {\color{red}{y_1}} (x_1/{\color{red}{y_1}}) + (1 - \lambda){\color{red}{y_2}}(x_2/{\color{red}{y_2}}))/(\lambda y_1 + (1 - \lambda)y_2)) \\
\leq & (\lambda y_1 + (1 - \lambda)y_2)\left[\frac{\lambda y_1}{\lambda y_1 + (1 - \lambda)y_2}f(x_1/y_1) + \frac{(1 - \lambda) y_2}{\lambda y_1 + (1 - \lambda)y_2}f(x_2/y_2) \right]\quad \text{ by convexity of } f.\\
= & \lambda g(p_1) + (1 - \lambda) g(p_2)
\end{align*}
proves the assertion.