Here is a slight variation. Define $\varphi$ on a punctured neighborhood of $x = 0$ by
$$ \varphi(x) = \frac{f(x) - f(0)}{x - 0} = \frac{f(x)}{x}, \qquad x \neq 0.$$
We wish to show that $\varphi(x)$ has a limit as $x \to 0$. To this end, we begin by rephrasing the limit condition in terms of $\varphi$:
$$ \lim_{x \to 0} \left[ 2\varphi(2x) - \varphi(x) \right] = 0, $$
or equivalently,
$$ \lim_{x\to0} \lambda(x) = 0 \qquad \text{where} \quad \lambda(x) = \varphi(x) - \frac{\varphi(x/2)}{2}. $$
Since we are interested in the limit of $\varphi$, we wish to write $\varphi(x)$ in terms of $\lambda(x)$. From this, we obtain
\begin{align*}
\left| \varphi(x) \right|
= \left| \lambda(x) + \frac{\varphi(x/2)}{2} \right|
\leq \left| \lambda(x) \right| + \left| \frac{\varphi(x/2)}{2} \right|.
\end{align*}
Taking $\limsup$ as $x \to 0$, this gives
$$ \limsup_{x \to 0} \left| \varphi(x) \right|
\leq \frac{1}{2} \limsup_{x \to 0} \left| \varphi(x/2) \right|
= \frac{1}{2} \limsup_{x \to 0} \left| \varphi(x) \right|, $$
from which we deduce
$$ \limsup_{x \to 0} \left| \varphi(x) \right| = 0. $$
This is equivalent to $\varphi(x) \to 0$ as $x \to 0$, hence we conclude the desired claim.