The right bound is
$$\int_0^1 f(x)^2\,dx ≤ \frac{52}{35}\left(\int_0^1 f(x)\,dx\right)^2.$$
which is tight; for example, $f(x) = 3x^2 - 2x^3$ attains equality.
To prove it, let
\begin{gather*}
a = f(0) ≥ 0, \quad b = f'(0) ≥ 0, \quad c = f(1) ≥ 0,\quad d = -f'(1) ≥ 0, \\
p(x) = (1 - x)^2[a(1 + 2x) + bx] + x^2[c(3 - 2x) + d(1 - x)]
\end{gather*}
be the cubic with $p(0) = a$, $p'(0) = b$, $p(1) = c$, $p'(1) = -d$, and let
$$r(x, y) = \begin{cases}
x^2(1 - y)^2(3y - x - 2xy) \frac{f^{(4)}(y)}{6} & \text{if $0 ≤ x ≤ y ≤ 1$}, \\
(1 - x)^2y^2(3x - y - 2xy) \frac{f^{(4)}(y)}{6} & \text{if $0 ≤ y ≤ x ≤ 1$}.
\end{cases}$$
For $0 ≤ x, y ≤ 1$, we have $p(x) ≥ 0$ and $r(x, y) ≥ 0$; we can check that
$$\int_0^1 r(x, y)\,dy = f(x) - p(x)$$
via repeated integration by parts. We also have
\begin{gather*}
\int_0^1 p(x)\,dx = \frac{6a + b + 6c + d}{12}, \\
\begin{split}
&\int_0^1 p(x)^2\,dx \\
&\quad = \frac{78a^2 + 22ab + 2b^2 + 54ac + 13bc + 78c^2 + 13ad + 3bd + 22cd + 2d^2}{210},
\end{split} \\
\begin{split}
&\frac{52}{35}\left(\int_0^1 p(x)\,dx\right)^2 - \int_0^1 p(x)^2\,dx \\
&\quad = \frac{24ab + b^2 + 612ac + 78bc + 78ad + 8bd + 24cd + d^2}{1260} ≥ 0,
\end{split} \\
\int_0^1 p(x)^2\,dx ≤ \frac{52}{35}\left(\int_0^1 p(x)\,dx\right)^2.
\end{gather*}
Furthermore,
$$\int_0^1 r(x, y)\,dx = y^2(1 - y)^2 \frac{f^{(4)}(y)}{24},$$
and if $0 ≤ y ≤ z ≤ 1$,
\begin{split}\int_0^1 r(x, y)r(x, z)\,dx
&= y^2(1 - z)^2(-y^5 + 7y^4z - 2y^5z + 12z^2 - 22yz^2 + 2z^3 \\
&\qquad + 8yz^3 - 8z^4 + 3yz^4 + 3z^5 - 2yz^5)\frac{f^{(4)}(y)f^{(4)}(z)}{5040} \\
&≤ 13y^2(1 - y)^2z^2(1 - z)^2\frac{f^{(4)}(y)f^{(4)}(z)}{5040} \\
&= \frac{52}{35}\int_0^1 r(x, y)\,dx \int_0^1 r(x, z)\,dx,
\end{split}
and similarly if $0 ≤ z ≤ y ≤ 1$.
Therefore,
\begin{split}
\int_0^1 f(x)^2\,dx
&= \int_0^1 \int_0^1 \int_0^1 (p(x) + r(x, y))(p(x) + r(x, z))\,dx\,dy\,dz \\
&= \int_0^1 p(x)^2\,dx + 2\int_0^1\int_0^1 p(x)r(x, y)\,dx\,dy \\
&\qquad + \int_0^1\int_0^1\int_0^1 r(x, y)r(x, z)\,dx\,dy\,dz \\
&≤ \frac{52}{35}\left(\int_0^1 p(x)\,dx\right)^2 + 2⋅\frac{52}{35}\int_0^1\int_0^1 p(x)r(x, y)\,dx\,dy \\
&\qquad + \frac{52}{35}\left(\int_0^1\int_0^1 r(x, y)\,dx\,dy\right)^2 \\
&= \frac{52}{35}\left(\int_0^1\int_0^1 p(x) + r(x, y)\,dx\,dy\right)^2 \\
&= \frac{52}{35}\left(\int_0^1 f(x)\,dx\right)^2.
\end{split}